ส่วนประสมการตลาดบริการที่มีผลต่อลูกค้าในการเลือกสนามแบดมินตันในจังหวัดเชียงใหม่

Abstract

The purpose of this study was to study the service marketing mix that influenced the decision to use badminton court service in Chiang Mai Province. using a questionnaire It is a tool for collecting information. The population in this study was those who used badminton courts in Chiang Mai that were open to general users. of which the exact number is unknown. Therefore, the sample size of 390 people was determined by collecting data from 13 badminton courts in Chiang Mai, 30 people each, by random sampling as convenient. Data were analyzed using descriptive statistics consisting of percentage, frequency and mean and using inferential statistics. In order to analyze the difference in service marketing mix that affects the decision to use badminton court services in Chiang Mai Province. Which is classified by respondent groups, including age, income and number of times using the service per week. The reference statistics were used for T-test and one-way ANOVA reference statistics were used and the differences of sub-factor levels were used individually by Scheffe's method. The results show that respondent Most of them are female, aged between 31-40 years old, single status, have a bachelor's degree, working as private employees/company employees. Earn between 10,000 – 30,000 baht. The type of exercise that is chosen is Cardio: focusing on the development of the heart system. Circulatory system such as badminton, aerobics, Zumba, running, the frequency of exercise is the most 3-5 times/per week. Have experience playing badminton between 4-5 years, most of them have residential areas in Chiang Mai. in the area of Muang Chiang Mai District. Behavior of users choosing badminton court services in Chiang Mai Province. Most of the respondents used badminton courts most often or used the services most regularly, namely Green Hill badminton courts. There were reasons for choosing badminton court services in terms of price suitability. Choose the form of using the field rental service each time you use the service. By using badminton courts on average 1-4 times per month. By choosing to use the service on Saturdays the most during 17.00 – 20.00, the duration of use of the service is 2 hours, with a service fee of 100 – 150 baht per time, preferring to travel to the stadium by private car. Come to use the field service with a group of 4-5 friends, decide by yourself the most. with the purpose of exercising. The marketing mix that affects the decision to use badminton court service in Chiang Mai Province has an effect on the decision to use the service at a high level in all factors. The factor with the highest average was the Product factor, followed by Physical Evidence factor. Price factor, Process factor People factor Place factor and Promotion factors, respectively. Product. The top 3 sub-factors with the highest average importance were adequate and suitable number of courts. The golf course quality meets international standards. There is regular maintenance of the field, respectively. Price. The sub-factors with the highest average importance for the top 3 are variety of payment methods (cash, money transfer from accounts or e-wallets), equipment rental prices suitable for quality. The service price is appropriate to the quality of the field, respectively. Place. The sub-factors with the highest average P-valuenificance for the top 3.There are appropriate opening and closing times. It is convenient to travel and near your residence, workplace, or educational institution, respectively Promotion. The sub-factor with the highest average importance of the top 3 is that the course has a dedicated group for members to keep them informed of news and special promotions. The badminton court sponsors athletes who are members in various competitions. There are internal competition activities to win prizes. or connect the relationship between clubs/clubs respectively Physical Evidence. The top 3 sub-factors with the highest average importance were there is sufficient space for using the service for the number of people using the service. Convenient and safe parking location The field is designed so that there is no wind disturbance on the field. Restrooms and showers are clean, hygienic, and adequate, respectively. People. The sub-factors with the highest average importance of the top 3 were staff knowledge of badminton equipment. and can give advice Employees have the ability to solve problems. Employees are knowledgeable in playing badminton. and can give advice accordingly. Process. The sub-factors with the highest average importance of the top 3 were having a notification system for service users before the appointment time. There is a field cleaning system. As soon as the service cycle ends There is an evaluation of the service. such as comment boxes respectively. The top three sub-factors within the service process factor that have the highest average impact on decision-making are: having a notification system to remind users before their scheduled appointment, having a system to clean the court immediately after each service session, and conducting service evaluations such as feedback boxes, respectively. The hypothesis testing revealed that respondents with different ages showed varying levels of marketing component impact on decision-making across all aspects of badminton court service selection. Similarly, respondents with different income levels demonstrated differences in the level of marketing component impact, particularly in distribution channels, marketing promotion, physical characteristics, personnel, and service process aspects.