MATKETING MIX FACTORS AFFECTING LOYALTY IN A BADMINTON COURT SERVICE IN CHON BURI PROVINCE
คำสำคัญ:
Badminton Court ; , Marketing Mix Factors ; , Customer Loyaltyบทคัดย่อ
The aims of this research were to 1) study the marketing mix factors of badminton court service in Muang district, Chon Buri province 2) study the customer loyalty of the selection of badminton court in Muang district, Chon Buri province 3) find out the marketing mix factors influencing the customer loyalty in the selection of badminton court in Muang district, Chon Buri province. The quantitative method was used. The sample of this research was 205 customers of badminton court service in Muang district, Chon Buri province. The research instrument was an online survey.
The findings from the research revealed that 1) the attitude towards the marketing mix factors of badminton court service in Muang district, Chon Buri province in the overall was at the high level. Considering each aspect, the results indicated that place had the highest value. 2) the attitude towards the customer loyalty of the selection of badminton court in Muang district, Chon Buri province in the overall was at the high level. Considering each aspect, the results indicated that affective had the highest value. 3) the marketing mix factors which covered 7Ps is related to the customer loyalty at the high level. It could be explained the variance of customer loyalty that it was at 72.2% (R2 Change = 0.722). The constant was 0.521. The linear regression equation was : ŷ = 0.521 + 0.302x1 + 0.293 x2 + 0.192 x3 + 0.240 x4 + 0.610 x5 + 0.201 x6 + 0.511 x7
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