Influences of Service Marketing mix and Social–cultural Factors on Decision-making to choose Huiwu Dance Academy in Hainan, China
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This study aimed to examine the influence of the Service Marketing Mix (7Ps) and Social–Cultural Factors on consumers' decision-making in choosing Huiwu Dance Academy in Hainan, China. A quantitative research method was used through a survey research design. The target population was the consumers enrolled in Huiwu Dance Academy. A total of 385 respondents were drawn through convenience sampling. The research instrument was a structured questionnaire. Descriptive statistics: frequency, percentage, mean and standard deviation. Pearson’s correlation analysis and multiple regression analysis.
The findings revealed that Service Marketing Mix (7Ps) and Social–Cultural Factors had significant effects on consumers’ decisions to choose Huiwu Dance Academy. In the Service Marketing Mix, Promotion had the greatest effect, followed by People, and all the other dimensions of marketing also had significant positive effects. In Social–Cultural Factors, Family Influence was the strongest predictor, followed by Reference Groups and Social Class. In addition, Service Marketing Mix had much greater predictive effect than Social–Cultural Factors
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