Service Marketing Factor Affecting Decision Making in Using Fitness Centers of Working-Age Consumers

Abstract

The objectives of this research were to study the attitude of service marketing mix that affected decision making behaviors in using fitness service in case of working consumers in Bangkok, Thailand. This study employed by survey research and questionnaire was used to collect the data from 385 of working-age consumers who have used the service and interested in using the service in the future. The descriptive statistics and multiple regression analysis were used to analyze data. The results revealed that the attitude toward overall service marketing mix was at moderate level. For particulars, attitude toward product and service aspects were at good level, however, attitude toward price, place, promotion, people, physical evidence and service quality aspects were at moderate level. The hypothesis testing results showed that attitude toward each aspect affected word of mouth, however, attitude toward product and service, place, promotion, people and physical evidence affected tendency to use fitness service at .05 statistically significant level.

Keywords—Decision Making, Fitness Centers, Service Marketing, Working-Age