SERVICE MARKETING MIX AFFECTING THE DECISION TO STUDY IN TUTORIAL SCHOOLS OF HIGH SCHOOL STUDENTS IN MUEANG LAMPANG DISTRICT, LAMPANG PROVINCE

Abstract

The objectives of this study included: 1) to study the levels of opinions on service marketing mix and decision to study in tutorial schools; and 2) to study service marketing mix affecting the decision to study in tutorial schools of high school students in Mueang Lampang District, Lampang Province. Data were collected by using questionnaire with sample group including 374 students that used to study in tutorial schools in Mueang Lampang District, Lampang Province. The collected data were quantitatively  analyzed in statistics and descriptively explained. Frequency table was used for calculating means, percentage and standard deviation. Inferential statistics were used for analyzing through Enter Multiple Linear Regression Analysis. The study results were as follows. 1) The levels of the importance of the service marketing mix were in the high level in all factors that can be respectively ranked from the highest to the lowest as the followings: personnel, products, process, price, channel of distribution, physical characteristics and marketing promotion;  2)  The results of Multiple Linear Regression Analysis Enter method were found that service marketing mix affecting decision to study in tutorial schools of high school students in Mueang Lampang district, Lampang province included 3 factors ranking from the highest to the lowest including product, physical characteristics and personnel with the statistical significance level of 0.05.