ส่วนประสมการตลาดบริการที่มีผลต่อนักเรียนระดับมัธยมศึกษาตอนปลายในจังหวัดลำพูนในการเลือกสถาบันกวดวิชา

Abstract

The objective of this independent study aims to explore services marketing mix affecting high school students in Lamphun province towards selecting tutorial schools. The respondents of this study were Lamphun secondary school’s students who had experience with tutorial schools. This study used 300 samples with quota sampling method, 147 samples of Muang district secondary school’s students and 153 samples from out of Muang district secondary school’s students. The data were collected by using a set of questionnaires. The data were processed by descriptive statistics which are consisting of frequency, percentage, and mean while the inferential statistics are consisting of Independent-Sample t-Test which informations are classified by district and One-Way ANOVA which informations are classified by classes program and parents earned monthly income. Based upon the findings, most respondents were female students. They are studying in secondary 4 in science-math program, grade per average (GPA) about 3.01-3.50. Their parents earned monthly income at 10,001-20,000 bath. The tutorial expenditure was 3,001-6,000 bath. The objective of taking tutorial school was for their better school record. The result of services marketing mix affecting high school students in Lamphun province towards selecting tutorial schools, the respondents gave high priority to the factors as followed, people, process, physical evidence, product, promotion, place, price, respectively. The sub-factor that respondents gave highest priority to for each marketing mix factor were as followed, In people factor, instructors provide a friendly atmosphere during the class. In process factor, there is a clear description about the courses that the students are undertaking and clear application process. In physical evidence factor, there is a relax area for students, parents and enough equipment in the facility that can support the learning. In product factor, the lesson in the course meets with that demands by the student such as advance study, emphasis on entrance examination and solving problems. In promotion factor, the tuition fee can be paid by installments. In place factor, the location of the tutorial school should be relatively easy to travel. In price factor, the detail of the payment should be clearly stated. The results of Independent-Sample t-Test and One-Way ANOVA revealed that: The students of different district have a different services marketing mix in term of product, price, people, process, but not of place promotion, and physical evidence. The students of different classes have a different services marketing mix in term of product, but not of price, place, promotion, people, physical evidence, and process. The students of different program have a different services marketing mix in term of place, and physical evidence, but not of product, price, promotion, people, and process. The students of different parents earned monthly income have a different services marketing mix in term of product, price, place, people, and process, but not of promotion, and physical evidence.