The influence of the perception of brand equity, marketing communication and service quality on satisfaction towards the athletes operation center in Chonburi province
คำสำคัญ:
Brand equity, marketing communication, service quality, Chonburi House Operation Centerบทคัดย่อ
PURPOSES: To study the influence of the perception of brand equity, marketing communication, and service quality on satisfaction of the Chonburi House Operation Center among athletes in Chonburi province. METHODS: It was a sample survey research of 160 athletes of Chonburi province. The survey was carried out by questionnaires with a total confidence of 0.98. RESULTS: It was revealed that the research sample had a perception of the brand equity, the marketing communication, the service quality, and the satisfaction of Chonburi House Operation Center at a high level. The brand equity perception, marketing communication, and service quality influenced the satisfaction of the Chonburi House Operation Center significantly, service quality coming as the most important variable followed by the brand value perception and the marketing communication respectively. THEORETICAL/POLICY IMPLICATIONS: The Chonburi House Operation Center should focus on and continuously improve the service quality in all 5 aspects in order to create satisfaction of service users. In addition, the research results are useful for sport business planning and improvement of the efficiency of services in the Chonburi House Operation Center.
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