A COMPARISON OF FACTORS INFLUENCING PEOPLE’S CHOICE OF USING GYMS AND FITNESS FACILITIES IN MUEANG DISTRICT, SISAKET PROVINCE
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Abstract
The objectives of this research were to study and compare the factors influencing the selection of fitness center services in Mueang District, Sisaket Province, classified by gender. The sample group consisted of 400 fitness center consumers in Mueang District, Sisaket Province, selected through convenience sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, specifically the t-test. The research findings revealed that the overall factors influencing the selection of fitness center services in Mueang District, Sisaket Province were at the highest level ( = 4.74). When considering each aspect, all dimensions were rated at the highest level, ranked as follows: product ( = 4.79), promotion ( = 4.78), price ( = 4.76), process ( = 4.75), people ( = 4.72), and physical characteristics ( = 4.61). Furthermore, the comparison indicated that consumers of different genders showed no significant differences in their selection factors for fitness center services in Mueang District, Sisaket Province. This research will help fitness operators in the area improve their customer management services and marketing strategies by enhancing service quality in terms of equipment variety, facility cleanliness, and staff professionalism, in order to meet the needs of all customers comprehensively and equally.
Article Details
เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใด ๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ถือเป็นลิขสิทธิ์ของคณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยราชภัฏศรีสะเกษ หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใด จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารวิทยาศาสตร์การกีฬาและนวัตกรรมสุขภาพ กลุ่มมหาวิทยาลัยราชภัฏแห่งประเทศไทย ก่อนเท่านั้น
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