Product Innovation and Process Innovation Influencing the Decision to Use Fitness Services in Mueang District, Khon Kaen Province

Abstract

The objectives of this research was to develop and to validate the consistency of      a causal of product Innovation and process innovation that influenced the decision to use fitness services in Mueang district, Khon Kaen Province and to study the causal components of product Innovation and process innovation that influence the decision to use fitness services in Mueang district, Khon Kaen Province. The sample consisted of 384 using a multi-stage sampling technique. The instrument used in this research was a questionnaire, and           a structural equation model was employed to analyze the causal  relationships in order to identify the paths of causal influence among the variables, which consisted of three components: 1) Product Innovation, 2) Process Innovation, and 3) Purchase Decision for Services. The results of the research showed that the causal relationship model was developed in accordance with empirical data and considered by Chi-square=94.745, df=144, p=0.865, CMIN/DF=0.935, GFI=0.946, AGFI=0.938, CFI=1.000, RMSEA=0.011 and SRMR=0.018 the final was predictive coefficient of 0.71. The results of hypothesis testing showed that innovation and process innovation have a direct positive influence on the decision to use fitness services in Mueang district, Khon Kaen Province, with the process innovation component having the most direct influence. Moreover, the research results can be used as information to consider planning the development of essential elements that affect customers' decisions to use fitness services.