SERVICE QUALITY AFFECTING THE DECISION MAKING TO CHOOSE YOGA CENTER OF YOGA PRACTITIONERS IN BANGKOK SERVICE QUALITY AFFECTING THE DECISION MAKING TO CHOOSE YOGA CENTER OF YOGA PRACTITIONERS IN BANGKOK
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Abstract
Purpose: The purpose of this research was to study service quality affecting the decision making to choose yoga center of yoga practitioners in Bangkok.
Methods: The samples used in this study were 400 Thai people who live in Bangkok and have practiced an easy level of yoga with both experience and inexperience of practicing in yoga center. Online questionnaires were used as a main method to collect data in this research with IOC of 0.85 and coefficient alpha equal of 0.92. Online questionnaires were collected from members in closed yoga and exercise Facebook groups that allowed to post the link of the questionnaire in the following: 1) Club of yoga lovers 2.) Fitness at home 3.) Point of yoga 4.) Yoga at home. This study also applied statistical data analyses with the determination of patterns in the data such as the frequency, percentage, mean and standard deviation. This research also undertook Multiple Linear Regression with statistical significance at 0.05 to test the hypothesis of this research.
Results: Hypothesis testing showed that responsiveness, tangibility and empathy of service quality have affected the decision making to choose yoga center of yoga practitioners in Bangkok with statistical significance at 0.05. On the other hand, reliability and assurance of service quality have not affected the decision making to choose yoga center of yoga practitioners in Bangkok.
Conclusion: Responsiveness, tangibility and empathy of service quality have affected the decision making to choose yoga center of yoga practitioners in Bangkok but reliability and assurance of service quality have not affected the decision making to choose yoga center of yoga practitioners in Bangkok.
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