Service Quality and Service Marketing Mix affecting Purchasing decisions Of Fitness Center Users in Uttaradit Province

Abstract

This research aimed to examine the levels of opinions on service quality, service marketing mix, and purchasing decisions among fitness center users in Uttaradit province, and to examine the service quality and service marketing mix that affect purchasing decisions among fitness center users in Uttaradit province. The population consisted of individuals who currently use or have used fitness centers in Uttaradit Province. A total of 385 respondents were selected using accidental (non-probability) sampling. Data were collected through questionnaires, and the analyses included means, standard deviations, and multiple regression.       

            The research findings revealed that service quality, service marketing mix, and purchasing decisions are highly significant overall. The hypothesis testing indicated that service quality (tangibility, reliability, assurance, responsiveness, and empathy) and the service marketing mix (distribution channels, service, service processes, and physical environment) significantly influence service usage decisions at the 0.05 level of statistical significance. This reflects that enhancing service quality and implementing effective marketing strategies are key factors in attracting and retaining customers. These findings are valuable for fitness center operators in understanding which aspects of service quality and the marketing mix affect consumer decisions, allowing them to develop service models and design marketing strategies effectively, and to plan business management in the future to ensure customer satisfaction and trust sustainably.