Service marketing mixes affecting decision-making of parents in sending children to learn self-defense Taekwondo in Lampang province

Abstract

This research has the objective to study 1)levels of opinions in service marketing mixes and decision-making in sending children to learn self-defense Taekwondo in Lampang province and 2) service marketing mix factors affecting decision making of parents in sending their children to learn self-defense Taekwondo in Lampang province.  The population used in this research was parents who sent their children to learn self-defense Taekwondo in Lampang province totaled 180 persons.  The tool used in data collection was a questionnaire and descriptive statistics used were Percentage, Means and Standard deviations while referential statistics used was Multiple Linear Regression Analysis Enter Method.

Results of the research found that: 1) levels of opinions concerning service marketing mixes overall were at level high and when considered each side, it was found that Physical Evidence had the highest value followed by People, Price, Process, Place, Product and Promotion respectively 2) results of Multiple Linear Regression Analysis Enter Method found that Process, Physical Evidence, Price and Place had influence over the parents in decision-making to send their children the learn self-defense Taekwondo in Lampang province at the statistical significance level of 0.01 while Promotion, Product and People had no influence over the parents in sending their children to learn self-defense Taekwondo in Lampang province at the statistical significance level of 0.05.