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

  • 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.

Downloads

Download data is not yet available.

References

Buchanan, B. (1974) Building Organizational Commitment: Socialization of Managers in Work Organization. Administrative Science Quarterly. 19 (March). 533-546.

Buddhasri, K. (2012). Factors Influencing Love and Loyalty of Thai Premier League Football Club. Rajabhat Maha Sarakham University Journal; RMU.J. 6(1)January- Apri.159 - 170.

Chan-im, K. (2005). A study on the effectiveness of the Football Thailand League. Master's Thesis Branch Administration Sripatum University, 2005.

FAT : . (2020). The Football Association of Thailand under Royal Patronage. Annual Report Year 2019.

(2009).Thai Premier League football match program. Bangkok: Graphic Creation Co., Ltd., 2009.

Kochasuwan, S. (2008). Factors affecting the selection of Thai football in the real stadium of Thai people in Bangkok. Independent Study Master Business Administration Ramkhamhaeng University.

Kotler, P. and Armstrong, G. (2007). Marketing: An introduction. Upper Saddle River, N.J: Pearson Prentice Hall. Chicago.

Kulwanich, A. (2017). The Politician’s Roles in the Development of Professional Football Clubs in Thailand. Asian Sports Management Review.12 (July), 14-23.

Nilsri, K. (2019). Factors Affecting Thai Professional Football Match Attendance ; A Case Study of Buriram United Football Club. HUSO 2nd Conference, Aug 5-6.

Richard, G. (2000) Football: A Sociology of the Global Game. London: Polity Press, 2000.

Sareeratana, S., et al. (2009). Marketing Management. Bangkok: Pattana Education.

Steers, R. (1977). Antecedents and outcomes of Organizational commitment. Administrative Science Quarterly. 22 (March) 46-56.
Published
2021-08-18
Section
Research Articles