THE EFFECT OF SERVICE MARKETING MIX FACTORS ON DECISION MAKING TO CHOOSE A NURSERY OF PARENTS IN MEAUNG CHONBURI DISTRICT, CHONBURI PROVINCE

Abstract

          The present study aims to examine the effect of service marketing mix factors on decision making to choose a nursing home of parents in Meaung Chonburi District, Chonburi Province. Sample group was 400 parents who used a nursing home in Meaung Chonburi District, Chonburi Province. A questionnaire was an instrument in this study. The content in the questionnaire consisted of personal factors, the importance of marketing mix in decision to choose a nursing home, and decision making process to choose a nursing home. The data analysis was conducted by using SPSS for Windows. Descriptive statistics, i.e. frequency, percentage, average, and standard deviation; meanwhile, inferential statistics analyzed in this study was Multiple Regression Analysis.          The findings revealed that the service marketing mix factor, product, servicing process and physical evidence found the effect on decision making to choose a nursing home of parents in Meaung Chonburi District, Chonburi Province at the significant level of 0.01.