Marketing Strategy in Deciding to Use the Services of Golf Course Customers in Phra Nakhon Si Ayutthaya Province

Abstract

This research consists purposes were 1. to study the opinions regarding marketing strategies influencing customers' decisions to use golf course services in Phra Nakhon Si Ayutthaya province and 2. to examine the level of opinions regarding marketing strategies influencing customers' decisions to use golf course services in Phra Nakhon Si Ayutthaya province. This is a quantitative research using questionnaires as the research tool. The research sample consists of customers who have used standardized golf courses in Phra Nakhon Si Ayutthaya province in 2023, totaling 6 golf courses, with a sample size of 400 people calculated using Cochran's formula (Cochran, 1977) with a 95% confidence level and a maximum error rate of 5%. The data collected from the questionnaire will be analyzed using inferential statistics, including percentages, means, and standard deviations The research findings 1) indicate that the overall opinion on marketing strategies influencing customers' decisions to use golf course services in Phra Nakhon Si Ayutthaya province is high (x̅= 4.00, S.D. = 0.33). When considering the individual aspects, they are also rated as high across all 5 dimensions. The highest average score is for the aspect of awareness (x̅= 4.17, S.D. = 0.50), followed by decision-making (x̅= 4.05, S.D. = .054), support (x̅= 4.04, S.D. = 0.43), liking (x̅= 3.90, S.D. = 0.47), and information-seeking (x̅= 3.83, S.D. = 0.44) and 2) The level of opinion on marketing strategies influencing decisions to use golf course services in Phra Nakhon Si Ayutthaya province is high (x̅= 4.05, S.D. = 0.54). When considering specific aspects, the highest-rated aspect is deciding to use the golf course services in Phra Nakhon Si Ayutthaya province because of its proximity to accommodation and convenient travel (x̅= 4.39, S.D. = 0.73). This is followed by the availability of food and complete facilities within the golf course (x̅= 3.97, S.D. = 0.93), and the coverage of all needs by service staff at the golf course in Phra Nakhon Si Ayutthaya province (x̅= 3.77, S.D. = 0.77).