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Service marketing mix factors that influenced the users' behaviors in using the golf course in the tourist towns along the West Coast |
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| รหัสดีโอไอ | |
| Creator | Thanaporn Ruengrod |
| Title | Service marketing mix factors that influenced the users' behaviors in using the golf course in the tourist towns along the West Coast |
| Contributor | Piset Chaidirek |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University |
| Publication Year | 2559 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 3 |
| Journal No. | 1 |
| Page no. | 12-22 |
| Keyword | Service Marketing Mix Factors, Golf Course |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/11563 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research aimed to1) study the service marketing mix factors that influenced the users' behaviors in using the golf courses in the tourist towns along the West Coast 2) to study the users' behaviors in using the golf courses in the tourist towns along the West Coast 3) to compare the service marketing mix factors that influenced the users' behaviors in using the golf courses in the tourist towns along the West Coast, sorted by personal factors, and 4) to study the relationship between the users' behaviors and service marketing mix factors that influenced the users' behaviors in using the golf courses in the tourist towns along the West Coast. The samples were Thai users who used the golf courses in the tourist towns along the West Coast in Phetchaburi and Prachuap Khiri Khan Province with total amount of 396 people. Tools used in the study were query as Rating Scale. The statistics used in data analysis were percentage, means, standard deviation and the hypothesis was tested by t-test , ANOVA and Chi-Square Test The results showed that: 1. The users' behaviors in using the golf courses in the tourist towns along the West Coast, it was found that the reason for exercise, representing 51.01 percent, type of service which was program tour or show equal to 32.83 percent, getting to know the golf course services from the advice of friends / acquaintances, representing 37.63 percent, the purpose of using the service that needed to use a golf course73.74 percent, practice golf driving on Saturday, representing 33.59 percent, booking the services via telephone 54.55 percent, cash payments switching to credit card payment, representing 47.47 percent. 2. The service marketing mix factors that influenced the users' behaviors in using the golf courses in the tourist towns along the West Coast, in 7 aspects was at high level. When considering in each aspect, it was found that the most was product, followed by personnel, physical appearances, pricing, marketing promotion, service processes, and the distribution channel, respectively. 3. The comparison of the service marketing mix of the golf courses in the tourist towns along the West Coast, sorted by personal factors, it was found that the golf course users who had differences in gender and age, in the overall, had no different opinions towards service marketing mix of the golf courses in the tourist towns along the West Coast. While the golf course users who had differences in occupation, educational level, and monthly income, in the overall, had different opinions towards the service marketing mix of the golf courses in the tourist towns along the West Coast, with statistically significant at the 0.05 level. 4. The users' behaviors such as the reasons to Use the services, type of services, data communication, services, purpose of using the services, booking method for the services, dates of using the service, and method of payment, correlated with the service marketing mix of the golf courses in the tourist towns along the West Coast with statistically significant at the 0.05 level. |
