Service Innovation and 4E Marketing Strategy Influencing the Service Usage Decision of Chinese Students at the Academic Service Center, Office of Academic Resources and Information Technology, at a Rajabhat University in Bangkok

Abstract

This research aimed to: 1) Study the levels of service innovation, 4E marketing strategy, and the service usage decision among Chinese students at the Academic Service Center, Office of Academic Resources and Information Technology. 2) Study the influence of service innovation and 4E marketing strategy on the service usage decision of these students. This study employed a quantitative research methodology. Data were collected from a sample group of 207 Chinese students from the College of Innovation and Management who had utilized the services of the Academic Service Center. A questionnaire, verified for validity and reliability, was used as the research instrument. Hypotheses were tested using multiple regression analysis. The research findings were as follows: 1) Regarding perception levels, service innovation was rated at the highest level overall ( =4.75). The 4E marketing strategy was at the highest level overall ( =4.73). The service usage decision was also at the highest level overall ( = 4.74). Furthermore, hypothesis testing revealed that the service innovation factors influencing the service usage decision at the Academic Service Center were, in descending order of influence: information, process, technology, and environment. The 4E marketing strategy factors influencing the service usage decision were: Experience, Relationship, and Value. The predictive correlation coefficients among all variables did not exceed 0.80.