The Factors Affecting Decisions of Undergraduate Students on Taking Extra English Courses in Tutorial Schools in Muang District, Chiang Mai

Abstract

The purpose of this study was aimed to study the factors affecting the decisions of under graduate students on taking extra English language courses in tutorial schools in Muang District, Chiang Mai, and the researcher adapted the factors based on the 8 Ps of services marketing by Lovelock and Wirtz (2007). The researcher collected data from 385 undergraduate students who were taking extra English classes in tutorial schools in Muang District, Chiang Mai during the second semester of the academic year 2014. The result was shown that all factors were very important in affecting the decisions of undergraduate students on taking extra English courses in tutorial schools in Muang District, Chiang Mai. However, the mean of people was the highest factor, followed by product elements, promotion, productivity and quality, place, process, physical environment and price, respectively.   This study also showed that the mean of People was the highest factor for first and second year level of undergraduate students while the mean of Product Elements was the highest factor for third and fourth year or higher level of undergraduate students. The lowest factor for all year levels of undergraduate students was the mean of price.