A DEVELOPING OF SERVICE MARKETING MIX STRATEGY PLAN OF RAJAPHAT PHRANAKORN UNIVERSITY

Abstract

This research article aimed to 1) Study the service marketing mix factors that affect the decision to study at Phranakhon Rajabhat University;  2) Study the marketing position of Phranakhon Rajabhat University  3) Develop a strategic plan for the marketing mix of services of Rajabhat Phranakorn University using a mixed-methods research methodology. The quantitative research used a questionnaire as a data collection tool. The sample group was from first-year students of Rajaphat Phranakorn University using a quota sampling method with 400 samples. The qualitative research used an interview tool and purposive sampling in Rattanakosin Rajabhat University.

The research results found that  1) Marketing mix factors affecting the decision to continue studying are promotion followed by price, place, people, processes, physical evidence, and products.  2) The market position of Phranakhon Rajabhat University compared to the Rattanakosin Rajabhat University group, studied using the PCA method, found that in terms of initiating factors, the market position is ranked number 1, which is considered a strength.  Management factors ranked 5th in the market after Chandrakasem Rajabhat University, Suan Sunandha Rajabhat University, Suan Dusit University and Bansomdejchaopraya Rajabhat University, respectively which makes it at a competitive disadvantage. 3) The main strategy should be to use the Market Penetration strategy, emphasizing management factors, providing classroom guidance, creating a classroom guidance plan for existing customers and expanding the customer base, creating incentives for course teachers to go out into the field to provide guidance. There should be a payment installment system, a system whereby the first payment allows for immediate student status, and regulations that conflict with the university's growth strategy should be amended to enhance competitiveness.