This thematic paper aims to find the factors that influence parents' satisfaction in the choice of music school for their children. The scope of this thematic paper is to collect the information of survey by selecting 207 parents who send their children to study music in music school including big and small music school through online questionnaire. So, according to the demand of the parents who want their children to participate in musical activities, the competition in the music school industry is relatively high.
In general, everyone recognizes the benefits of studying music, which increases the market demand, therefore the competition in the music school industry is relatively high, including several big brands with many franchises, such as KPN Music Academy, Yamaha Music School, Kawaii Music School, Superstar Music Academy and other famous music academies, where generates large sums of profit by having many branches for its operation. The purpose of this research is to identify the reasons parents use to choose a music school for their children. The target groups of children will be aged 12 and under who live in Bangkok and have experience of learning in the music school.
Identifying the important factors in the marketing mix that influence parents' satisfaction with choosing a music school for their children. Study the music school market to help this industry develop their teaching and management quality in the future. The scope of this study is to collect the information from the survey by selecting 207 parents who send their children to study music in the music school, including large and.
Expected Benefit
Music School Industry
Independent Variable (Marketing Mix 7Ps)
- Product
- Price
- Place
- Promotion
- People
- Process
- The physical evidence
The concept of marketing mix model was continuously developed throughout the period. Each of the 7Ps can be viewed as an opportunity to gain benefits and can be used to define business strategy. In addition, Smith and Saker (1992) indicated that the marketing mix elements are considered an essential element of any marketing strategy.
In Gronroos the article pointed out that the application of the 4P marketing mix for the new business context is also declining; however, this does not mean that elements of the marketing mix are any less important than before. In addition, there was another material criticism regarding the traditional 4P marketing mix theory, in which the inadequacy of the theory in the application of the service business field was indicated. The most important results were (a) the inadequacy of the traditional 4Ps of the marketing mix model for services marketing.
In terms of exploitation, "People" was strongly accepted, "Process". was adequately accepted and "Physical evidence" was least accepted among the other six variables. d) The study also showed the strengths and weaknesses of the 4P and 7P marketing mix models. In essence, traditional marketing mix theory has been continuously developed over time, Harvey et al. 1996) had expanded the traditional elements of the marketing mix by adding another 5 P's which are public, performance, policy, probability and planning. Some Scandinavian researchers who have joined this debate have proposed more recent perspectives on the traditional marketing mix theory.
More recently, Zineldin and Philipson (2007) found that traditional marketing mix theory is an essential requirement for building and maintaining relationships with customers. It is determined after considering various factors such as market share, competition, material costs, product identity and the customer's perceived value of the product. In this analysis, Place will stand for location of the music school, space, facility and environment.
In this analysis, Process will stand for the process of the services in the music school both before and after the application phase. The physical evidence within the service marketing mix refers to an environment where a service comes from an interaction between an employee and a customer, which is combined with a tangible good and also creates a.
Dependent Variable (Customer Satisfaction)
Research Design
Data collection methodology
Purposive sampling
Quota Sampling
Convenience Sampling
Instrument
Data Analysis
RESEARCH FINDING
Demographic result
- Career
- Approximate income per month
- Gender of your children
- Age of your children
- Major in music that parents choose for their children
- Instrumental that parents choose for their children
- Duration of parent sending children to learn music
- Which are the reasons for you to send your children to learn music
According to the data from Table 4.1, it can be indicated that the majority of parents who send their children to music school are between the ages of 36 and 45, which represents 37.7 percent of all collected recipients. This is followed by parents aged between 25 and 35, which constitutes 33.8 percent of the total sample collected. The lowest percentage that contributed in this study concerns parents who are over 56 years old (2.4 percent of the entire study).
According to the data in Table 4.2, it is shown that most parents are employed as self-employed, which is 39.6 percent of all respondents, followed by parents who work in the private sector, which is 31.4 percent. The data in Table 4.3 illustrates that the majority of parents who send their children to music school have a monthly income above 50,000 baht, who spend 54.1 percent, followed by parents who have a monthly income between baht. This is followed by children aged 5 to 7, who represent 29.5 percent of all collected samples.
The lowest percentage contributed to this survey is children under 4 years old with 12.6 percent of the entire survey. The popular type is considered the most popular among the course choices offered with 119 chosen by parents. Out of 207 respondents, 150 people choose only 1 category, 45 people choose 2 categories, 10 people choose 3 categories and 3 people choose 4 categories.
From 207 respondents, there are 106 people who choose 1 instrument type, 73 people choose 2 instrument types, 23 people choose 3 instrument types. 3 people choose 4 instrument types, 1 person chooses 5 instrument types and 1 person chooses 6 instrument types for their children. According to the data from table 4.6, it illustrated the duration of parents sending children to learn music, where the less chosen duration is more than 5 years distributes 16.4 percent and the most chosen duration is 2-5 years, which distributes 46 .9 percent of the survey.
According to Figure 4.3, it illustrated the parents' reason for sending their children to music school. From 207 respondents, there are 85 people choose 1 reason, 64 people choose 2 reasons, 46 people choose 3 reasons, 5 people choose 4 reasons, 3 people choose 5 reasons, 3 people choose 6 reasons and 1 person choose 7 reasons.
Main Finding
- Descriptive statistic
- Model Summary
- ANOVAa
- Coefficientsa
The most important reason is that they want their children to have a talent, which is selected by 142 parents, followed by the reason that music affects their children's brain development which spreads 131 selected. According to table K, it provided the analysis of each factor in independent variable (marketing mix7Ps). Shows that most of the respondents give priority to People, in this case stands for teacher, administrator and staff working in music school which spread the mean at 4.5355 and the lowest mean is 3.8792 which stands for Promotion of the music school.
Therefore, the customer satisfaction average is 4.2448, which means that most customers are satisfied with the overall service of the music school. In the table below (Table L, M and N) use Linear Regression analysis to assess the relationship between the independent variables, which are the 7 factors from the marketing mix (7Ps), and the dependent variable, which is customer satisfaction. Thus, the result can be used to identify factors that influence parents' decision-making.
The data in table 4.10 shows the correlation between independent variables and dependent variables. If the significance of the coefficient was lower than 0.050, the factors can be used to identify the factors that influence parental satisfaction. The result shows that product, physical evidence and people are the most important factors influencing customer satisfaction.
CONCLUSION
- Conclusions
- Recommendations
- Limitations and Suggestions for Future Research
- Open-ended questions by asking about their general information including gender, age, career, type of music, and music instruments they choose for children
- อายุ (Age) 1.2 อาชีพ (Career)
- รายไดโดยเฉลี่ยตอเดือนของทาน (Approximate income per month) 1.4 เพศของบุตรหลาน (Gender of your children)
- อายุของบุตรหลาน (Age of your children)
- สาขาวิชาดนตรีสากลที่ทานเลือกใหแกบุตรหลานของทาน (Major in music that parent choose for their children)
- Questionnaire by using the rating scale to evaluate the responses and using interval scale to indicate their satisfaction as follows
- Questionnaires about curriculum or courses
- Questionnaires about employees of the school such as, teacher, administrators and other staffs
- Questionnaires about environment and atmosphere in music school (Physical evidence) .1 มีการอํานวยความสะดวกสบายใหแตผูปกครองและนักเรียน (School provide facilities
Place and physical evidence are the second and third needs for schools to get parents' attention. On the other hand, Promotion, in terms of discount and additional gifts, is surprisingly not important for parents' decision making. From the result of the independent variable of the marketing mix (7p) and the dependent variable (customer satisfaction) in conjunction with the Linear Regression Coefficients Test has demonstrated a similar result in relation to the above statistic, which is the product, physical evidence and people are the important correlation that can be considered. as important factors affecting customer satisfaction.
On the contrary, promotion, similar to the result above, is not a significant factor affecting customer satisfaction. According to research findings, the three most important drivers of customer satisfaction are product, physicality and people. Courses are important because parents will strongly consider the quality of curriculum that can effectively provide knowledge to children.
Therefore, music schools are recommended to use the curriculum that meets the international standard to meet these requirements. This may stipulate that the music school should provide suitable and adequate facilities such as a practice room, a car park or an area where parents can sit while waiting for their children to meet such needs, in order to appeal to the existing and prospective customers. Finally, the most important factor is People, which can be limited to teachers/instructors.
Parents are convinced that a teacher with experience and skills will provide better knowledge and experience to students. Based on that, recruiting experienced instructors with a quality background will give and advantage for the school to create awareness for the parents. From the information above, these three factors can be considered the most important elements for existing and upcoming music school to consider in the business strategy because it can increase customer satisfaction and increase the demand of parents who want to send their children to learn music in their schools.
Therefore, the result may not be widely effective and applicable in all recommended cases due to the limitation of children's age and geographical location. For future research, I strongly recommend analyzing the factors affecting student satisfaction across a wider age range and analyzing the factors affecting student and parent satisfaction in other provinces to obtain broader data that can be explored and analyzed in more detail. and could produce a more accurate result that could be used even more effectively in the market. Kotler and Borden Are Not Dead: The Myth of Relationship Marketing and the Truth of the 4Ps.
In this aspect, the questions will relate to location of the school, rooms, facilities and environment.
