Relationship Between Marketing Mix and Loyalty to The Organization : Study The Case of Chonburi Football Club FC Compared With Kasetsart Football Club FC

Authors

  • Anuchit Kulwanich College of Innovation and Management, Suansunandha Rajabhat University
  • Narubed Tanimpas College of Innovation Management, Suan Sunandha Rajabhat University
  • Maradee Siripath College of Innovation Management, Suan Sunandha Rajabhat University
  • Suporntip Pupanead College of Innovation Management, Suan Sunandha Rajabhat University

Keywords:

Marketing mix, Loyalty to the organization

Abstract

             The objectives of this quantitative research are (1) to study the level of loyalty of Chonburi FC fans to the organization Compared to the level of loyalty of Kasetsart FC fans with the organization (2) to study the relationship between Marketing Mixed factors and the loyalty of fans of Chonburi Football Club FC compared with Relationship between Marketing Mixed factors and fan loyalty of Kasetsart Football Club FC. The samples were 260 fans of Chonburi Football Club FC and Kasetsart FC. Statistics using frequency, percentage, mean, standard deviation, t-test and corelation. The level of loyalty of the Chonburi FC fans to the organization Have a mean of 4.03 The average level of fan loyalty of Kasetsart FC Club was 3.33. The marketing mix factor was a statistically significant relationship with the loyalty of the fans of Chonburi FC and Kasetsart FC at the level 0.05.

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Published

2021-08-18

Issue

Vol. 7 No. 2 (2021): May - August 2021

Section

Research Articles

License

บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของ สถาบันวิทยาการจัดการแห่งแปซิฟิค

ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับสถาบันวิทยาการจัดการแห่งแปซิฟิค และคณาจารย์ท่านอื่นๆในสถาบันฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว