Factors Analysis of Marketing Mix Factors and The Activities of Customer Relationship Factors Affecting to The Bicycles Business for Health in The Middle Northeast of Thailand

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Chanita Ekdumrong
Ratchada Phakdeeying

Abstract

The objectives of this research were to analyze component of marketing mix factors and the activities of customer relationship factors affecting the bicycle business for health in the Middle Northeast of Thailand. The researcher used random sampling by stratified. The 5-level rating scale questionnaires were used for collecting data. In this study, there were 400 subjects from cyclists who cycling for health. Frequencies, percentage, mean, standard deviation and The Exploratory factor analysis were used to analyze the collected data.


The result findings were as follows: overall the opinion of cyclists had a high level on the marketing mix factors. Separately considering, the marketing composition mix factors affecting the cyclists decision are the products, with the highest level. And overall the opinion of cyclists on the activities of customer relationship factors were as follows: had a high level on the value of goods and services that customers receive from the purchase, had a high level on the customer satisfaction and had a medium level on supplier relationship. And the result findings of the Principal component analysis were 1) the analysis of exploratory factor of the marketing mix factors had 8 components are E1: Effective Process, E2: Emplacement, E3: Easy Channel, E4: Eloquence, E5: Extremely Good Products, E6: Earthman, E7: Evidence and E8:Excellent Service with 74.12 cumulative percent of variance between and factor loading between 0.460-0.761, 2) the analysis of exploratory factor of the activities of customer relationship factors had 4 components are C1:Connection, C2:Confidence, C3:Contact and C4: Contentment with 71.65 cumulative percent of variance between and factor loading between 0.562-0.876.

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บทความวิจัย (Research Article)