Marketing Strategies Affect the Decision of Users of the Sport Science Center, National Sport University
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Abstract
Introduction: The National Sport University has a role to provide technical and resources to improve people's health. The study aimed to determine factors related to marketing strategy that affected a decision to use resources of the sport science center at the National Sports University.
Method: A cross-sectional study was used to collect data among the study sample who were the sport science center users. A validated questionnaire and interview guide were used as the research instruments. Data were analyzed using frequency, percentage, mean, and standard deviation.
Results: A total of 396 officers who used the services participated in the study. Majority of the participants were males (60.1%), aged between 20-30 years (45.7%), holding or being studying a bachelor degree (64.1%), and being students (31.3%). The overall marketing mix factors affecting the users’ decision to the sport service was high. Both personal and process factors were detected at a high level. Seven strategies were found to be effective to improve the service: product, price, distribution channel, marketing promotion, personnel, physical evidence and process.
Conclusion: The National Sports University should focus on the personnel and process to improve the effectiveness of the service. The university should also concern all seven aspects to improve the sport service.
Keywords: Marketing strategy, Decision, Service user
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