The influence of marketing mix towards the overall satisfaction of parents on franchised music schools in Bangkok

Name: Araya Lertvittayatan

keyword: Franchised music schools

LCSH: Consumer satisfaction -- Thailand -- Case studies

Abstract: There are significant benefits to music education. Nowadays, parents highly encourage their children to study music. However, many franchised music schools in Bangkok lose customers as a result of customer dissatisfaction. This study aims to provide both the current and prospective operators of franchised music schools a better insight into the views of their target customers, in order for them to enhance service quality to meet their customers’ needs. The purpose of the study is to understand the attitudes of parents toward the marketing mix of franchised music schools, to determine the overall satisfaction of respondents on franchised music schools, to determine the effects of the marketing mix towards the overall satisfaction of parents on franchised music schools, to identify the characteristics of respondents in franchised music schools and to recommend the effective strategies to increase customers’ satisfaction toward marketing mix of franchised music schools. This study focuses on exploratory research and descriptive research. Multiple methods of exploratory research, including secondary data and in-depth interviews, were used to collect the data. The responses obtained from the in-depth interviews were then used to design a questionnaire for the descriptive research. All respondents in this study were parents between 30-55 years of age, who live in Bangkok, have a monthly household income of more than 50,000 baht and have enrolled their children in music courses at franchised music schools within the last 12 months. Based on the research, it was found that there is the highest gap between the respondents’ expectation and experience toward the promotions of franchised music schools. Moreover, they perceive that franchised music schools do not charge a reasonable price, the teachers do not have enough reputation and experience, the administrative staff are not responsive and that the franchised music schools have cleanliness issues

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Smith, Malcolm C.

Role: advisor

Created: 2016

Modified: 2021-06-08

Issued: 2021-06-08

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.441

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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