Behaviors and Needs of Service Users for the Digital Transformation of Private Sports and Recreation Centers in Thailand
Article Sidebar
Main Article Content
Abstract
This research aims to study the behavior of customers using services and the need for digital development in private sports and recreation centers in Thailand. The research is quantitative, including a sample group of 385 customers who were users of seven private sports and recreation centers, which were chosen from a total of 731 centers across the country. The sample was divided into areas including Bangkok, Central, Northern, Eastern, Northeastern, Western, and Southern regions using multi-stage and quota random sampling. The data was collected using a questionnaire. The statistics used for data analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation. The results of the research found that 1) the behaviors of 385 respondents showed that the majority of respondent's frequency of exercise was 3-5 days per week in the evenings for about 30-60 minutes per session, and most respondents prefer to exercise alone in the gym. The purpose of exercise is to promote health.2) The highest level of user needs in the digital transformation of private sports and recreation centers were the standards of sports centers, service providers in the aspect of personnel, and customer services, respectively, while technology application and customer experience aspects were at a high level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Atkinson, W. (2020). Moving from the 4 Ps of Marketing to the 4 Es. Strategic Digital Marketing. Retrieved December 2022, from https://www.ontarioseo.ca/blog/moving-4-ps-marketing-4-es
Bedosky, L. (2021). Technology's impact on Sales and Marketing. Retrieved December 2021, from https://s3.amazonaws.com/publicmarketingops.qtxasset.com/Beauty_Wellness/Assets/ClubIndustry_ResourceBeat_July2021-FINAL.pdf
Bumann, J., & Peter, M. (2019). Action Fields of Digital Transformation - A Review and Comparative Analysis of Digital Transformation Maturity Models and Frameworks. In (pp. 13-40).
Cao, J. (2023). E-Commerce Big Data Mining and Analytics. China: Xi'an Jiaotong University Press. https://doi.org/10.1007/978-981-99-3588-8
Chainarong, A., Polyoth, K., and Charapinyo, K. (2023). kānsưksā phrưttikam phū mā chai bō̜rikān sūn ʻō̜kkamlang kāi rō̜wō̜ bō̜kānchai kānsư̄sān kāntalāt bǣp būn nā kān phān sư̄ di čhi than: kō̜ranī sưksā khana witthayāsāt kān kīlā mahāwitthayālai būraphā [Investigating Fitness Center Users’ Behaviors and Integrated Marketing Communications: A Case Study of The Faculty of Sports Science, Burapha University]. Research and Development Health System Journal. 16(3), 1–14.
Charoenrom, W., Pomkhai, N., Tapianthong, K., and Wongsingh, N. (2021). bot wikhro̜ : thitthāng chœ̄ng sathānakān læ nǣo thāng nō̜ra dap kitčhakam thāng kāi khō̜ng prachākō̜n [Analysis: Situational directions and ways to revive the physical activity level of the population]. Retrieved February 2024, from https://www.tpak.or.th/th/article/65
Charoonnimmarn, T. (2023). kānphatthanā konlayut kāntalāt bō̜rikān phư̄a sā ngō̜kān raprū khunkhā sū khwāmsamret khō̜ng thura kit rā naʻā hān nai čhangwat Chumphō̜n [Developing Service Marketing Strategies to create Perceived Value for Success, Food business in Chumphon province]. Santapol College Academic Journal. 9(2), 21–33.
Chiwchayapak, P., Charoenwiriyakul, C., Suradinkura, V., and Fongtanakit, K. (2021). khunnaphāp kānhai bō̜rikān thī song phon tō̜ khwāmphưngphō̜čhai khō̜ng phū rap bō̜rikān samākhom ying pư̄n ron yut hǣng prathēt Thai [The Quality of Service Affects the Satisfaction of Service Recipients, The Royal Thai Army Shooting Sports Association]. SSRU Journal of Public Administration. 4(3), 155–167.
Consumer, T. N. (2021). Consumer Trends 2021. Retrieved October 2021, from https://newconsumer.com/wp-content/uploads/2020/12/Consumer-Trends-2021.pdf
Crittenden, W. F., Biel, I. K., and Lovely, W. A. (2019). Embracing Digitalization: Student Learning and New Technologies. Journal of Marketing Education, 41(1), 5-14. https://doi.org/10.1177/0273475318820895
Department of Business Development. (2022). Business Type Information. Retrieved December 2022, from https://datawarehouse.dbd.go.th/biztype/overview
Department of Physical Education. (2023). Survey of people's exercise or sports data for the year 2023. Retrieved January 2024, from https://sport.dpe.go.th/page/dwl/content/GQdjQEsDZMXZjPjGfV86cQ%253d%253d
Evans, A., Weber, J., and Queen, G. M. (2021). The Future of Fitness: Looking Past COVID-19. Retrieved April 2022, from https://www.lek.com/insights/ei/future-fitness-looking-past-covid-19
Foxall, G. R., (2001). Foundations of Consumer Behaviour Analysis. UK: Cardiff University. https://doi.org/10.1177/1470593101001002
Keawchaum, W. (2019). sō̜ won prasom thāngkān talāt thī mī phon tō̜ ʻakān tatsinčhai lư̄ak chai bō̜rikān fit nēt nai čhangwat Pračhūap Khīrī Khan [Marketing Mix Affecting Decision on Using Fitness Service in Prachuap Khiri Khan Province (Unpublished master’s thesis)]. Stamford International University, Petchaburi, Thailand
Klomplong, C. (2020). khunnaphāp kān bō̜rikān læ sō̜ won prasom kāntalāt thī mī ʻitthi phon tō̜ khwām phakdī khō̜ng phū khaochai bō̜rikān sathānbō̜rikān fit nēt nai ʻAmphœ̄ Mư̄ang čhangwat Chon Burī [Service Quality and Marketing Mix Influencing the Loyalty of Fitness members in Mueang district, Chonburi province (Unpublished master’s thesis)]. Burapha University, Chonburi, Thailand
Lohthongkam, T. (2021). Influential Factors Important to customer behavior. Marketeer. Retrieved December 2022, from https://marketeeronline.co/archives/245202.
Puapuang, K., and Kanchanapokin, K. (2020). kānčhatkān sanāmkīlā rā chamang khlā kīlā sathān kān kīlā hǣng prathēt Thai phư̄a khunnaphāp kānhai bō̜rikān [The Management of Rajamangala National Stadium, Sport Authority of Thailand for Service Quality]. Journal of Multidisciplinary in Humanities and Social Sciences, 3(1), 51–62.
Subsrisunjai, W. (2022). Fashion Customer Behavior. IQ Media. Retrieved December 2022, from https://ir.swu.ac.th/jspui/bitstream/123456789/25176/3/Cci_Warot_S_2565.pdf
Tubtimhin, H., Tiaotrakul, A., and Jaruchart, T. (2022). kānčhatkān thānkhō̜mūn sukkhaphāp dūai kānphatthanā rabop sārasonthēt phư̄a kān songsœ̄m sukkhaphāp khō̜ng sūn witthayāsāt kān kīlā mahāwitthayālai kān kīlā hǣng chāt [Health database management by developing information systems for the promotion of health of the Sport science center, Thailand National Sports University]. Journal of Humanities and Social Sciences Phranakhon Si Ayutthaya Rajabhat University, 10(2), 1–27.
Tunyabut, E. (2022). patčhai thī mī phon tō̜ ʻakān lư̄ak rap bō̜rikān sathān ʻō̜kkamlang kāi khō̜ng phū thī phak ʻāsai nai Krung Thēp læ parimonthon [Factors affecting the decision to use Fitness Center services of the residents in Bangkok Metropolitan]. Faculty of Commerce and Accountancy. Bangkok, Thammasat University. https://doi.org/10.14457/TU.the.2022.286
Warit, C., Vongchawalitkul, B., and Paireekreng, W. (2019). patčhai lak nai kānbō̜rihān khwāmsamphan kap lūkkhā bon sư̄ sangkhom ʻō̜ nalai khō̜ng ʻutsāhakam rōngrǣm nai prathēt Thai [Key Factors in Customer Relationship Management on Social Media of The Hotel Industry in Thailand]. Journal of International and Thai Tourism. 15(1), 103-130.