The Relations Between Competitive Strategies and Marketing Strategies and the Business Performance of Dormitory Business in Maha Sarakham Province

Abstract

The objectives of this research were to 1) explore the competitive strategies, 2) to explore the marketing strategies, 3) to assess the business performance, and 4) to analyze the relations between the competitive strategies and the marketing strategies and business performance of the dormitory business in Maha Sarakham province. The research surveyed two hundred and ninety one owners of the dormitory business in Maha sarakham province. The instrument was a questionnaire. The statistics used were mean, standard deviation, and Pearson’s correlation coefficient. The research findings were as follows:

1. The finding showed that the average level of the competitive strategies for the dormitory business in Maha Sarakham was high ( = 3.65) . Four high rated areas of the competitive strategies were creating the prominence ( = 3.70), reducing capital cost ( X = 3.66), quick response ( = 3.64), specifying service areas ( = 3.60) respectively.

2. The findings indicated that the average level of the marketing strategies for the dormitory business in Maha Sarakham was high ( = 3.61) . Four high rated areas of the marketing strategies were marketing promotion ( = 3.74), product ( = 3.60), dormitory rate ( = 3.58) and sales channel ( = 3.53) respectively.

3. The findings indicated that the performance of the dormitory business management in Maha Sarakham was high ( = 3.85). Four high rated areas of the outcomes were an external process ( = 3.87) , income ( = 3.86) , customers ( = 3.84) , and knowledge and development ( = 3.82) respectively.

4. The findings indicated that the competitive strategies were significantly related to the performance of the dormitory business in Maha Sarakahm at the 0.05 level. The index of the relations between the strategies and the outcomes was moderate (r_xy = 0.404).

5. The findings also indicated that the marketing strategies were significantly related to the performance of the dormitory business in Maha Sarakahm at the 0.05 level. The index of the relations between the strategies and the outcomes was moderate (r_zy = 0.470)