กลยุทธ์การสื่อสารการตลาดที่มีผลต่อการใช้บริการสนามฟุตบอลหญ้าเทียมในเขตกรุงเทพมหานคร THE MARKETING COMMUNICATION STRATEGIES OF ARTIFICIAL TURF FOOTBALL FIELD IN BANGKOK

Abstract

The objectives of this research were 1) to study the behavior of using artificial turf football field in Bangkok 2) to study the relationship between personal factors and the behavior of using artificial turf football field in Bangkok 3) to study the satisfaction of users towards marketing communication strategies of artificial turf football field businesses in Bangkok and 4) to propose strategies for media marketing affecting the use of artificial turf football field in Bangkok. The researcher conducted Mixed Methods Research using 400 methods by collecting questionnaires with users of artificial grass football fields and interviewed 5 main informants. The results were statistically analyzed by mean, deviation. standard and Chi-Square statistics, which can be summarized as follows.:

          (1) Service usage behavior observation showed that most of the services were 4-6 times / month with 1-2 service periods hours / time, and the most popular day to be Monday - Friday and time period to be 18.01-00.00 hours period. Furthermore, it was found that customers’ friends influenced the decision to use the service the most;

          (2) There is an association between personal factors and behavior of using artificial turf football field in Bangkok when considering each aspect separately, it was found that personal factors in terms of age, marital status, highest education level, occupation, average income per month is related to customers’ behavior at the statistical significance level of 0.05;

          (3)The satisfaction of the users towards the overall marketing communication strategy is at a high level. The sample group has the highest satisfaction in the promotion of sales, followed by advertising, special events and customer service sponsors, sales by person News and public relations and direct marketing, respectively

          (4) The marketing communication strategy that affects the use of services is that the business owner of artificial turf football field should develop modern advertising model that is suitable to present. There should be officers who should come to perform field duties; The service fee is clearly notified; business owner should pay attention to the service in all aspects such as sanitation and safety. There should be activities or promotions to continuously attract customers' attention. Business owners should create the main website of the field Organize special events to attract customers to use and create football activities for children. Finally, there should be open football coaching services to develop youth to be skilled in football.