Effect of Service Marketing Mixes toward Decision Making to Rent Dormitory in the Lamphun Industrial Estate, Lamphun Province.

Abstract

The purpose of research was (1) to study the opinion level of product, price, place, marketing promotion, people, physical evidence, process and decision making to rent dormitory in the Lamphun Industrial Estate and (2)to study effect of service marketing mix toward of decision making to rent dormitory in the Lamphun Industrial Estate. The sampling group was 384 Users of dormitory in the Lamphun Industrial Estate. It was survey research with questionnaire as research tool by applying descriptive statistics to analyze frequency, average, standard deviation and inferential statistics to analyze correlation coefficient of variables with multiple regression technique by Enter.

The opinion levels were rated high on all factors, i.e. place and physical evidence were equal proportion(3.68), Followed by people (3.66), process (3.64), marketing promotion (3.63), price (3.61), decision making (3.58) and the last was product (3.56).The outcomes of multiple regression analysis revealed that process had direct effect toward thedecision making to rent dormitory, Followed bymarketing promotionhad directeffect toward thedecision making to rent dormitory, place had directeffect toward thedecision making to rent dormitory,physical evidencehad directeffect toward thedecision making to rent dormitory,and the last was people had direct effect toward thedecision making to rent dormitoryat statistical significance at 0.05 level. But product and price were not affect the decision making to rent a dormitory in the Lamphun Industrial Estate.