Factors of Service Marketing Mix in Relation to Business Success on Managing Social Dance Exercise

Abstract

The purposes of this research were to study (1) the level of factors of service marketing mix in relation to business success on managing social dance exercise, (2) opinions related to the factors, (3) relationships among the factors (4) establishment predict equations on the factors and (5) consumer behaviors related to social dance exercise. Samples of the study, randomly selected classified into two groups. The first group was 100 stakeholders as to specialists, executives, administrators, business person and instructors who engaged in studying the factors of service marketing mix in relation

to business success on managing social dance exercise. The second group was 400 consumers who engaged in studying behavior related to social dance exercise. Research tools were 2 types questionnaires. The collected data were analyzed in terms of frequencies, percentage, means, standard deviations, Pearson product moment correlation coefficient and blockwise (stepwise) multiple regression analysis.

The results were as follows : (1) the level of factors of service marketing mix in relation to business success on managing social dance exercise was generally high and the most important factor was factor of physical evidence, (2) the success on managing social dance exercise was generally high and the most successful aspect was customer's satisfaction, (3) the relationship among the factors: the main 8 factors were founded highly related to business success on managing social dance exercise. The highest related factor was physical evidence, (4) The predict equation on factors of service marketing mix in relation to business success on managing social dance exercise in term of raw score and standard score were : Lý = 1.046 + 0.264 (H8.2) + 0.147 (G7.4) + 0.145 (H8.22) + 0.133 (A16) +0.110 (D4.4)

+ 0.086 (G7.7) - 0.103 (B2.2) - 0.154 (04.11) Î = 0.340 (H8.2) + 0.276 (G7.4) + 0.267 (H8.22) + 0.271 (A1.6) + 0.210 (14.4) + 0.164

(67.7) - 3.053 (B2.2) - 4.954 (04.11)

These predict factors were able to account 76.60 % for the business success. The factors significantly predicted business success on managing social dance exercise were classified into 2 directions. There were six positive factors and two negative factors. The positive factors consisted of the social dance institutes had limited the number of students per class so that the teacher could look after all students throughout the class thoroughly (H8.2). The social dance institutes had parquet and sound adsorbing floors (G7.4). The social dance institutes had a service to provide the social dance teachers and professionals to practice with the customers outside the institutes (H8.22). The social dance institute had produced the booklet and VCD about the exercising by the social dance exercise (A1.6). The social dance institutes had advertised and promoted the social dance exercise on magazines (D4.4). And the social dance institutes provided drinking water for customers (G7.7). The negative factors which consisted of the reasonable price to hire social dance floors or rooms by the social dance institutes (B2.2). And social dance institutes offered free extra hours for members and customers (D4.11) and (5) The finding shows that 78.75% of the customers came to practice the social dance exercise because it's their favourite sport. The percentage of 35.75 showed the most frequency to practice were between 3 to 4 times per week. The maximum practice hours per 1 time were between 1 to 2 hours with the percentage of 60.00. The percentage of 47.25 the customers came to practice with friends. The favorite practice time were between 7 to 9 p.m. with the percentage of 43.00. The customers came to practice by bus or public transports of 65.25%. The percentage of 30.00 the customers followed and updated the social dance exercise's news mainly via the Internet The customers spent mostly between 1,000 to 2,000 baht for the practice fee with the percentage of 44.25 and 44.90% showed that the customers usually came to practice the social dance exercise in the social dance clubs.