Service Marketing Strategies of Private Schools in Bangkok

Abstract

     The research objectives were to study service marketing and to develop service marketing strategies of private schools in Bangkok. It was the quantitative research.The sample consisted of 214 private school administrators. The research instrument was a questionnaire on opinions on service marketing based on 7Ps of private schools, and the statistics used in the analysis were mean and standard deviation. 

            Service Marketing Strategies 7Ps of Private Schools in Bangkok, the overall was at the high level ( = 4.25, S.D. = .468), the details as follows: (1) Products consisted of student work showing the quality of learners and schools and courses/programs corresponding to higher education; (2) Price consisted of schools providing flexibility in transactions. and reasonable tuition and expenses; (3) Place consisted of the location of the school near home and safe to journey; (4) Promotion consisted of the school having a variety of communication channels and additional activities to promote student development by free of charge; (5) People consisted of the smiles of teachers and staffs provide students with a positive environment and staffs received training in teaching and learning management skills; (6) Physical Evidence consisted of buildings and environments were safe and create the learning atmosphere; and (7) Process consisted of schools identified the standards for teaching and learning. and the process of management and staffs working.