Service Marketing Facstors And Service Quality Affecting The Consumer Behavior That Using Fitness In Muang Chumphon District, Chumphon Province

Abstract

DddddddThe study of service marketing factors and service quality affecting the consumer  behavior that using fitness in Muang Chumphon District, Chumphon Province  1) To analyze service marketing factors affecting with consumer  behavior that using fitness And (4) to analyzed service quality affecting the consumer  behavior that using fitness. The research samples were 268 fitness center member, by using a systematic random method. Research instrument was a questionnaire. The Cronbach Alpha Coefficient of the questionnaire was 0.984. The descriptive statistics were mean, standard deviation and used multiple regression analysis for inferential statistics.

The marketing factors included price factor, people factor and physical evidence factor affecting the consumer  behavior that using fitness at the 0.05 statistically significant. And the service quality included confidence in service recipients, consumer perception and the response to the needs of the service affecting the consumer  behavior that using fitness at the 0.05 statistically significant.