Marketing Mix Factors Affecting Loyalty in Selecting Mobile Phone Network Service Providers of Student in the Facculty Science and Technology, Nakhon Si Thammarat Rajabhat University

Abstract

The purpose of this research was to study marketing mix factors affecting loyalty in The purpose of this research was to study marketing mix factors affecting loyalty in selecting mobile phone network service providers of students in the Faculty Science and Technology, Nakhon Si Thammarat Rajabhat University. The samples were 285 students from the Faculty of Science and Technology, Nakhon Si Thammarat Rajabhat University. They were selected by using stratified sampling method. The research instrument was a questionnaire with the index of item-objective congruence (IOC) between 0.60-1.00 and reliability = 0.968. The data were analyzed by using Stepwise Multiple Regression Analysis. The research results were as follows: Marketing mix factors affecting loyalty in selection mobile phone network providers included 4 behavioral aspects and 3 attituditional aspects with the coefficient of decision of 98.8% and 98.1%, respectively. The predictive equations were as follow: Behavioral aspect:=0.282x1+0.327x2+0.24x3+0.145x4 Attitudinal aspects:=0.324x1+0.350x2+0.321x3 The factors included service processes (x1); sale promotions (x2); physical character-istics (x3); and places (x4).