Marketing Mix Factors Affecting Efficiency of Sports Welfare Services According to Amazing Thailand Safety and Health Administration (SHA), Secretariat Department, Office of the Permanent Secretary for Defense

Abstract

          The objectives of this research were (1) the level of marketing mix factors of the Srisaman Sports Center; (2) the level of efficiency of sports welfare services according to Amazing Thailand Safety and Health Administration (SHA) in the Srisaman Sports Center; (3) to study the relationship of marketing mix factors affecting the efficiency of sports welfare services according to Amazing Thailand Safety and Health Administration (SHA) in the Srisaman Sports Center; and (4) to study the recommendations for increasing the efficiency of sports welfare services according to Amazing Thailand Safety and Health Administration (SHA) in the Srisaman Sports Center, Secretariat Department, Office of the Permanent Secretary for Defense. This study was mixed method research, the quantitative samples used in this study were genaral public, officers under the Secretariat Department, families and members of the military civil servant, a total of 316 people, were calculated by using the formula of Taro Yamane (1973 : 727). The research instrument was thr 5-Scale Likert’s estimation questionnaire, the result of the reliablity of instrument analysis was 0.973. The statistics used in the research were frequency distribution, percentage, mean, standard deviation, and the Pearson product-moment correlation coefficient. The Key informants for qualitative study were genaral public, officer under the Secretariat Department, family and member of the military civil servant.
           The results of the quantitative research found that, (1) the overall average of marketing mix factors, was at high level, when classified in each aspect by sort descending of average, were as follows: Place, Product, Price, Promotion, People, Physical Evidence, and Process; (2) the overall average of efficiency of sports welfare services Amazing Thailand Safety and Health Administration (SHA), was at high level, when classified in each aspect by sort descending of average, were as follows: Standards for establishments of water parks/amusements, Standards for Service Recipient, and Standards for Service Provider; and (3) marketing mix factors affecting the efficiency of of sports welfare services Amazing Thailand Safety and Health Administration (SHA), had positive correlated statistically significant in moderate level at 0.01 level.
          The results of the qualitative research found that the recommendation on marketing mix factors of the Srisaman Sports Center can be summarized as follows: The Srisaman Sports Center offers a variety of services and provides a one-stop services, including exercise, organizing sporting events, meetings and banquets. The Sri Saman Area Sports Center has a reasonable service fee and has not caused the financial problem; the Srisaman Sports Center is located in an easily accessible location, convenience to travel and clients could observe the information about various activities on the publicity boards within the center.