The Role of Service Marketing in Fostering Customer Loyalty: An Empirical Study of Badminton Centers in Chiang Mai
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บทคัดย่อ
This study examines the influence of the service marketing mix (7Ps) on customer satisfaction and loyalty in badminton court services in Chiang Mai, Thailand, addressing a gap in understanding how individual 7Ps elements differentially impact these outcomes in recreational sports contexts. Data collected from 390 respondents were analyzed using multiple regression analysis. Customer satisfaction and customer loyalty were analyzed as separate dependent variables, and no mediating relationship was tested. Findings indicate that product quality positively predicts customer satisfaction (p =0.036), whereas price exhibits a significant negative association (p=0.014). Physical evidence has a positive impact on loyalty (p = 0.010), whereas promotional activities affect it negatively (p=0.016). The remaining marketing mix elements (Place, People, and Process) demonstrate no statistically significant relationships with satisfaction or loyalty. These results illuminate the importance of maintaining high-quality service offerings and facilities to enhance satisfaction, and the strategic use of environmental cues to foster loyalty. Theoretically, the study contributes to service marketing theory by revealing the asymmetric effect of the 7Ps on satisfaction and loyalty in the recreational sports sector. Managerially, the findings provide actionable insights for badminton center operators to prioritize service quality and facility infrastructure while carefully managing pricing and promotional strategies to optimize customer outcomes.
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อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะบริหารธุรกิจ มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์
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