ปัจจัยส่วนบุคคลและปัจจัยส่วนประสมทางการตลาดบริการที่ส่งผลต่อกระบวนการตัดสินใจเลือกใช้บริการของโรงเรียนสอนขับรถที่ได้รับการรับรองจากกรมการขนส่งทางบกในจังหวัดสงขลาเพื่อการพัฒนาที่ยั่งยืน

Abstract

Research on Personal Factors and Service Marketing Mix Factors Effecting the Decision-Making Process to Choose Driving School Accredited by the Department of Land Transport in Songkhla for Sustainability Development.This thesis is a Mixed Methods research. For the Quantitative research, the purposes of this study were (1) to study the personal factors effecting the service marketing mix factors to choose driving school accredited by the Department of Land Transport in Songkhla, (2) to study personal factors and service marketing mix factors effecting the decision-making process to choose driving school accredited by the Department of Land Transport in Songkhla. Data were collected by questionnaires from user of driving school accredited by the Department of Land Transport in Songkhla, totaling 400 people. Descriptive data analysis using percentage, frequency distribution, mean and standard deviation, inferential analysis by T-test, One-way ANOVA, Pearson correlation and Multiple Regression Analysis at 0.05 significance level. And for the Qualitative research, the purposes of this study were (3) to study and find ways to improve the service of driving school accredited by the Department of Land Transport in Songkhla for Sustainability Development, totaling 6 people. The research found that, personal factors is having a car, age and service marketing mix factor is physical evidence effecting the decision-making process to choose driving school accredited by the Department of Land Transport in Songkhla. And Sustainability Development Goals (SDGs) will be goal 9 industry, innovation, and infrastructure first and it is a guideline for the development of driving school accredited by the Department of Land Transport in Songkhla