Customer Decision Journey, Needs, Motivations, and Expectations in Further Study in the Master’s Degree Programs of Population Groups in Bangkok Metropolitan and Eastern Regions

Abstract

            The purpose of this study was to study the decision journey, requirements, motivations, and expectations of master's degree program studies. This study was quantitative research in the form of survey research and single measurement.  The data was collected by questionnaires. The study population consisted of males and females aged 25 years and over who wished to pursue a master's degree program. 400 samples were selected by purposive sampling. The researcher posted the questionnaire to 4 Line Groups with 100 samples each and selected them using accidental sampling. The research results showed that most of the samples were female civil servants/state enterprise employees aged 36-45 years with monthly income between 15,000-25,000 baht. They viewed the importance of perceived problems that affect their decision to pursue a master's degree program at the highest level. Most of them would like to study marketing and digital communication with professors who use modern and up-to-date innovative technology teaching materials. Most of them would like to study for a master's degree online throughout the course and conveniently on Saturdays and Sundays. Most of them would like to study a master's degree program for 1 year -1.6 years with the cost of the entire course at 150,000 baht. Most of them would like to decide to pursue a master's degree based on the reputation of the university. Most of them would like to study a master's degree program that maximizes post-graduation professional opportunities and builds business networks. The motivation for studying a master's degree program was to be rational which was at the highest level. The expectation of a master's degree program was that the course coverage which was at the highest level. The results of the hypothesis testing revealed that the samples with different demographic characteristics such as age and salary had different overall decision-making, motivation and expectations of master's degree programs.