Service Marketing Mixed Factors Affecting Apartment Rental Decision of Undergraduate Student Level 1 of Bansomdej Chaopraya University
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Abstract
The purpose of this research is to study (1) the level of service marketing mix factors and the decision of the undergraduate student level 1 of Bansomdej Chaopraya University. And (2) the service marketing mix factors that influence the decision of the undergraduate student level 1 of in Bansomdej Chaopraya University It is quantitative research the questionnaires were used to collect the data. A sample was identified by 400 participants who are undergraduate student level 1 of in Bansomdej Chaopraya University. The statistical analysis for this research such as percentage, frequency, mean, standard deviation and multiple regression analysis.
The findings were: The level of service marketing mix factors was prioritized in a high level and the highest-level impact factor is ‘personnel’ the following factors are the service, place, price, product, physical evident and promotion. And the opinion regarding the purchasing decision process is at a moderate level.
The results found that the service marketing mix factors that affect could predict the apartment rental decision of the undergraduate student level 1 of Bansomdej Chaopraya University as following factors; 18.0 percent from Physical evidence factor, 16.7 percent from product factor, 15.9 percent from service factor, 12.5 percent from personnel factor, 11.6 percent from place factor, 4.0 percent from promotion factor, and 2.8 percent from price factor with statistical significance at the 0.05 level
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References
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