Guidelines to Success in the Apartment Rental Business in Bangkok

Abstract

This research aims to study the level of decision-making behavior on the service and the marketing mix that affect the success of the apartment rental business in Bangkok. The population and sample were people who used the service of the rental apartment in Bangkok. The samples were selected using the probability sampling method and applied using the sample size table of Taro Yamane, which the sample size was 400 samples. The research results were found that most the rented apartments were a single room or studio, representing 62.3 percent, most of the apartments were fully furnished, representing 57.3 percent, and the tenants live alone, representing 47.5 percent. Marketing mix influencing the overall apartment rental decision was at the most important level (mean = 4.22). When consider each aspect, it was found that the product aspect was at the most important level (mean = 4.39), followed by distribution channel aspect at the most important level (mean = 4.26), and physical characteristic aspect at the most important level (mean = 4.26) respectively. Marketing promotion aspect, the components of the overall success of the apartment rental business are at high important (mean = 4.13). When considering each aspect, it was found that the satisfaction was at the most important level (mean = 4.21), and loyalty was at a very important level (mean = 4.05). The hypothesis testing on the marketing mix showed that the different marketing mix affects the success of the apartment rental business in Bangkok differently with the statistically significant at 0.05.