Online Marketing Mix and Service Quality Of Netflix In Bangkok
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Abstract
The objectives of this research were to study the personal factors of Netflix
customers in Bangkok; to study the marketing mix and service quality of Netflix in Bangkok;
to compare marketing mix of Netflix in Bangkok; and to compare service quality if Netflix in Bangkok classified by personal factors. Online questionnaires were the research tools for
collecting data from purposively sampled 385 customers of Netflix living in Bangkok. The
data obtained were analyzed by using descriptive statistics including frequency, percentage,
mean, and Standard Deviation. Hypothesis testing was conducted by using t-test and OneWay ANOVA. The results revealed that most consumers were male with the age ranged from
21–30 years. They graduated in Bachelor Degree with monthly income ranged from 15,001–
25,000 baht. The overall level of marketing mix of Netflix was in the highest level. When
considered each dimension, it was found that all dimensions were in the highest level
whereas Product had the highest mean. For service quality of Netflix, overall service quality
was in the highest level. When considered each dimension, it was found that all dimensions
were in the highest level, and the highest mean was Trust. The results of hypothesis testing
revealed that consumers with different genders, ages, educational levels, and income
emphasized on marketing mix differently with statistical significance at .05. The consumers
with different genders and educational levels had different opinions about service quality
with statistical significance at .05.
Article Details
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