COMPARATIVE STUDY OF CHON BURI FOOTBALL CLUB FANS’ SATISFACTION WITH 7Ps MARKETING MIX
Article Sidebar
Main Article Content
Abstract
The purposes of this study were to investigate Chonburi Football Club fans’ satisfaction with the 7Ps marketing mix, and compare their satisfaction with the 7Ps marketing mix in relation to ages. The samples used in this study comprised 367 football audiences who were Chonburi Football Club fans by stratified sampling method. A constructed questionnaire, the IOC of which was found between 0.80-1.00 and the reliability of which was found at 0.93, was used as a tool of this study. The questionnaire on satisfaction with the 7Ps marketing mix consisted of seven aspects, Product, Price, Place, Promotion, People, Physical Evidence and Process.
The findings revealed as the following: 1. Chonburi Football Club fans’ satisfaction with the 7Ps marketing mix was found at a highest level in Product, People and Place, and at a high level in Physical Evidence, Process, Price and Promotion respectively. 2. Significant differences in Chonburi Football Club fans’ satisfaction with Price, Place, Promotion, Physical Evidence and Process were found between the age of not over thirty and the age of over thirty at the level of .05; whereas, no significant differences in their satisfaction with Product and People were found in both ages at the level of .05.
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
References
Armstrong, G. & Kotler, P. (2009). Marketing an Introduction. (9th ed.). New Jersey: Pearson Prentice Hall.
Aschara Nopwinyoowong. (2007). Demographic factors influencing buying decision behaviors and importance of sales promotion for high-end men's business shirts. (Master’s thesis). Khon Kaen University.
Boonchom Si Saat. (2013). Introduction to Research Methodology. (9th ed.). Bangkok: Suwiriyasarn Press.
Etzel, Michael J.; Walker, Bruce J.; & Stanton, William J. (2007). Marketing. (14th ed.). Boston: McGraw–Hill.
Fernando, L. L. (2011). Determinants of sports participation and attendance: Differences and similarities. Retrieved july 20 , 2017, from https://www. emeraldinsight.com/doi/abs/10. 1108/IJSMS-12-02-2011-B007.
Football Association of Thailand. (2009). Competition Structure of the Thai Premier League 2009. Bangkok: Football Association of Thailand.
Football Association of Thailand. (2010). Professional Football in Thailand. Retrieved September 26, 2015, from http//fathailand.org/.
Gibson, James L. et al. (2003). Organization: Behavior, Structure, Processes. (11th ed.). New York: McGraw-Hill.
Kotler, P. (2003). Marketing Management. New Jersey: Prentice-Hall.
Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.
Palakorn Manorat; Thongchai Charoensupmanee; & Phanit Billamas. (2011). The opinions of spectators on football Thai premier league competitiom. Journal of Graduate Studies Valaya Alongkron Rajabhat University, 5(1), 123-134.
Pratchapong Nakbut. (2014). Factors correlating with decision making of fan clubs in attending football matches of Chon Buri F.C. (Master’s thesis), Burapha University.
Sirinkan Pongprasert. (2007). Needs for marketing mix of Thailand premier league spectators. (Master’s thesis). Chulalongkorn University.
Siriwan Serirat et al. (2007). Organization and Management. Bangkok: Thammasarn.
Sittichoke Kaewkhaw. (2012). The satisfaction toward combination of market mix which influences the decision to support Bangkok Glass F.C. (Master’s thesis). Siam University.
Somkid Anekthawiphon. (2009). Thai Football Turning Point, Quality Iron Rules, Power of Marketing. Retrieved September 25, 2015, from http://1stfin.blogspot.com/2009/
/blog-post_25.html.