Marketing Mix Factors Affecting Student Satisfaction with Dormitory Welfare Services at Prince of Songkla University, Pattani Campus

Abstract

This research aims to study the level and marketing mix factors influencing satisfaction with dormitory welfare services among students at Prince of Songkla University, Pattani Campus. The researcher used Yamane's formula to calculate the sample size at a 95% confidence level, with an acceptable error margin of ±5%, resulting in a total sample size of 311 students. Stratified Random Sampling was used based on the proportion of undergraduate dormitory students at Prince of Songkla University, Pattani Campus. The tool used was a 5-level Likert scale questionnaire with a total of 40 items, having a reliability of 0.889. The analysis was conducted using statistics (mean, percentage, standard deviation) and multiple regression equations. The study found that: 1)The overall level of the marketing mix factors (4Ps) in dormitory welfare services was high (x̅= 4.11, S.D. = 0.63). When considering each aspect, all were at a high level. 2)The marketing mix factors affecting satisfaction with dormitory welfare services include product factors, price factors, distribution channel factors, and marketing promotion factors. These four factors significantly influenced the change in satisfaction with dormitory welfare services at the 0.01 level of significance, explaining 75% of the variation in satisfaction. Among the marketing factors, product factors had the highest coefficient since the university has improved and developed buildings and facilities, which influenced service usage. The product factor had the highest regression coefficient (β₁ = 0.33), while the price factor had the lowest regression coefficient (β₂ = 0.17).