กลยุทธ์การแข่งขันของธุรกิจสนามฟุตบอลในร่ม

Abstract

                The purposes of this research were to study 1) service user behavior, 2) evaluated competitive strategy, 3) relationship between user behavior and competitive strategy, 4) model of Competitive Strategic of Indoor Football Field Business. Based on an accidental sampling sample size were 385 customers. Questionnaire was the study tool with likert scale 5 levels. Statistical treatments used included frequency, percentage, mean, standard deviation, ranking, Pearson Correlation, and Multiple Regression Analysis to created marketing model. The analysis was conducted by computer program. 
                1. The majority of Indoor Football Field service user were 21 – 25 years old 113 respondents (29.4%), education attend bachelor degree 163 respondents (42.3%), they are student 188 respondents (48.9%), average income per month 10,001 – 15,000 Baht 153 respondents (39.7%) 
               2. Finding indicated that majority of service user behavior in frequency of use in 3 months area more than 7 times were 149 respondents (38.7%), people who influent in decision making area were friend 137 respondents (40.8%), average expenditure per time in 3 months less than 1,000 Baht 151 respondents (39.3%) 
               3. Finding indicated that all area of studies became importance level of competitive strategic of indoor football field business and every area was high level. However the raking by mean in term of competitive strategic marketing were marketing promotion, services differentiate, indoor football field differentiate, location, lower cost, facility differentiate, and employees differentiate strategies, respectively. 
               4. Hypothesis tested found that the relative between service user behavior namely frequency of use in 3 months area, people who influent in decision making area, and average expenditure per time in 3 months area were low level positive direction 
               5. Competitive strategic of indoor football field business model = 2.570 + .309 marketing promotion + .281 facility differentiate + .278 location differentiate +.243 indoor football field differentiate with the significant level 89 %