EFFECTIVE SERVICE MODEL OF ARTIFICIAL GRASS INDOOR FOOTBALL FIELDS IN BANGKOK METROPOLITAN

Abstract

The purpose of this research were to analyze the factors affecting the decision making process of the service users of artificial indoor football fields in Bangkok Metropolitan area, and to create an effective service model of artificial indoor football fields in Bangkok Metropolitan area. Mixed methodologies in both qualitative and quantitative research were employed. Questionnaires and Focus group interviews were used to gather the data. The sample selected by using purposive sampling consisted of 569 service users of the artificial indoor football fields in Bangkok Metropolitan area. The collected data was analyzed by techniques such as One-Way ANOVA, Scheffe’ Method, and Factor Analysis. It was found that the factors affecting the decision making of using artificial indoor football fields in Bangkok Metropolitan area consisted of 9 factors consisting of service support, physical and process evidence, marketing support, product, personnel, price, appropriateness of activities, convenience of location, and marketing channels. The researcher then proposes an effective service model of the artificial grass indoor football fields in Bangkok Metropolitan area called PRO-D Model were consisted of P – Model (Professional Field Management: P), R – Model (Recreation Activities: R), O – Model (Service Oriented: O), and D – Model (Dynamic Promotion: D).