The Service Marketing Mix and Service Quality Influence Student Satisfaction in Utilizing Fitness Facilities: A Case Study of a University in Chanthaburi Province
Keywords:
Service Marketing Mix, Service Quality, Satisfaction, University fitness centerAbstract
This research is grounded in a conceptual framework derived from theories and concepts related to the service marketing mix, service quality, and customer satisfaction. The study aims to: (1) examine the impact of the service marketing mix on student satisfaction in utilizing university fitness facilities, using a case study from a university in Chanthaburi Province, and (2) investigate the influence of service quality on student satisfaction with the same context. This study employs quantitative research methodology. The primary research instrument is a structured questionnaire. The target population comprises 350 university students in Chanthaburi Province, selected using convenience sampling due to the specific geographic characteristics of the population. Descriptive statistics-including frequency, mean, and standard deviation-were utilized for initial analysis. Inferential statistics were applied using multiple regression analysis. The results indicate that: (1) among the service marketing mix variables, price, process, product, and place significantly affect student satisfaction with fitness facility services, with statistical significance at the 0.05 level; (2) regarding service quality, the dimensions of empathy, tangibility, responsiveness, assurance, and reliability also significantly influence student satisfaction at the 0.05 level. The findings suggest that price is the most influential factor among the marketing mix elements, while empathy emerges as the most critical dimension of service quality. These insights provide valuable implications for service providers in formulating effective strategies for enhancing user satisfaction and guiding future business development.
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