Fitness; Satisfaction; Marketing mix; Chachoengsao

Abstract

          This research aims to 1) explore the demographic characteristics of fitness service users in Chachoengsao Province, 2) study the satisfaction with fitness services in Chachoengsao Province, 3) examine the influence of marketing mix elements on the level of satisfaction with fitness services in Chachoengsao Province among different demographic groups, and 4) identify and recognize issues related to satisfaction in terms of convenience, service staff, and service quality. This research is mixed methods research. The sample consists of 385 fitness service users in Chachoengsao Province. Data collection was conducted using a questionnaire and a convenience sampling method. The statistics used for data analysis include descriptive statistics—frequency, percentage, mean, and standard deviation—and inferential statistics, which include analyzing the relationships between various factors using Pearson's correlation coefficient and multiple regression analysis.
          The study results revealed that 1) demographic variables such as gender, age, income, education level, and occupation did not influence the satisfaction with fitness services in Chachoengsao Province; 2) overall satisfaction with fitness services in Chachoengsao Province was at a high level; 3) factors related to the product, price, process, and physical characteristics had an impact on satisfaction with fitness services in Chachoengsao Province, with the product factor having the greatest impact, followed by the process factor, physical characteristics factor, and price factor, respectively; 4) when considering satisfaction with fitness services in Chachoengsao Province by aspect, the aspects with the highest levels of satisfaction were, in order, service quality satisfaction, convenience satisfaction, and staff service satisfaction.