SERVICE MARKETING MIX FACTOR FOR RESORT IN NAKHON NAYOK PROVINCE

Abstract

This research aimed to 1) study the satisfaction level of service Marketing Mix for resorts in Nakhon Nayok Province. 2) Compare the satisfaction levels and Marketing mix for resorts in Nakhon Nayok Province. A coincidental random sampling method was used by the researchers to collect 400 questionnaires online as a tool for data collection. The statistics used for data analysis were percentage, mean, standard deviation and data analysis using inferential statistics, t-test, and one way ANOVA.

The results of the research were as follows; Most of the respondents were female age between 36-45 years, having a Bachelor's Degree, earning 20,001-40,000 Baht. Overall satisfaction with the Service Marketing Mix for resorts in Nakhon Nayok Province was at a high level. When considering each aspect, it was found that the area that the customer gave the first priority was Product aspect followed by Physical Characteristics aspect and Employee aspect. When comparing the satisfaction of the Service Marketing Mix for resorts in Nakhon Nayok Province, it was found that the different gender did not affect the satisfaction levels of the Service Marketing Mix for resorts in Nakhon Nayok Province. When classified by Age, Education level, and Income, it was found that the satisfaction with the Service Marketing Mix for resorts in Nakhon Nayok Province had the difference was statistically significant at the .05 level.