Competitive Strategies and Service Marketing Mix Strategies Affecting the Operation of Dormitory Businesses in Mueang District Mahasarakham Province

Abstract

           This research is to study 1) Competitive strategies of dormitory business 2) Service marketing mix strategy of dormitory business 3) Dormitory business performance and 4) Competitive strategy and service marketing mix strategy affecting Performance of dormitory business in Mueang District Mahasarakham province the sample group is the dormitory business operators in Muang District. 239 people in Mahasarakham province use simple random methods. The tools used were the questionnaire with the reliability of.971. The statistics used in data analysis were mean, standard deviation. And linear multiple regression analysis.

1. 1. Competition strategy of dormitory business in Mueang District Mahasarakham province Overall, the average is at the highest level ( =4.39; S.D. = 0.38) and when considered individually, it is found that it is at the highest level in all aspects. By sorting by average from descending order as follows: Cost reduction ( =4.45; S.D. = 0.41), followed by in terms of differentiation ( = 4.44; S.D. = 0.44) on boundary limits ( =4.41; S.D. = 0.46) and fast response ( =4.28; S.D. = 0.63) respectively.
2. 2. The marketing mix strategy level of dormitory business in Mueang District Mahasarakham province Overall, the average is at the highest level (= 4.45; SD = 0.32) and when considered in each aspect, it is found that the level is at the highest level of 6 in 1 high level. The order is sorted by average from descending to the following. Personnel ( = 4.62; SD = 0.42), followed by Physical aspect ( =4.55; SD = 0.41), distribution channel ( =4.54; SD = 0.54), product side ( = 4.52; SD = 0.50), price side ( =4.48; SD = 0.49), process ( =4.32 SD = 0.45) and marketing promotion ( =4.14; SD = 0.42) respectively.
3. 3. The level of performance of dormitory business in Mueang District Mahasarakham province Overall, the average level is at the highest level ( = 4.41; S.D. = 0.37) and when considered individually, it is found that it is at the highest level in all aspects. By sorting according to the average from the highest to the least as follows: Customer side ( = 4.50; SD = 0.44), followed by finance ( = 4.45; SD = 0.41) Learning and development ( =4.36; SD = 0.56) And internal process ( = 4.32; SD = 0.47) respectively.
4. Competitive strategies and marketing mix strategies that affect the performance of dormitory businesses in Mueang District Mahasarakham province with statistical significance at the level of.05. The five independent variable factors affecting the performance of the dormitory business are differences. Fast response Scope limits Cost reduction and products as for the independent variable 6, which is not statistically significant at the level of.05, is the price of distribution channels. In the promotion of personal marketing in physical aspects and process with multiple correlation coefficients equal to.997 (R =.997). The equation was written as follows.

              Z =.283 z₁+.401 z₂+316 z₃+.265 z₄-.019 z₅+.019 z₆-.022 z₇+.006 z₈-.001 z₉-.001 z₁₀+.006 z₁₁

              Improved Z =.398 Z₂+.269 Z₄+.324 Z₃+.283 Z₁-.024 Z₅