SPECTATOR SATISFACTION IN ATTENDING KASETSART FC FOOTBALL MATCHES

Abstract

The study on the relationship between demographic factors and marketing mix factors (7Ps) affecting the satisfaction of attending football matches of Kasetsart FC reveals that both factors play a crucial role in determining spectator satisfaction. Demographic factors such as gender, age, income, education, and occupation influence the expectations and needs of spectators in various aspects like convenience, safety, and enjoyment. Meanwhile, the marketing mix factors (7Ps) including product, price, place, promotion, people, process, and physical evidence are significant in creating a positive experience and enhancing satisfaction. Quality of competition and service from staff are the most impactful factors in determining spectator satisfaction, while accessibility and ticket pricing also play important roles. Understanding these relationships allows Kasetsart FC to effectively plan and develop strategies that meet the needs of spectators by focusing on team and player quality improvement, high-quality staff training, transportation system enhancement, and appropriate pricing, ultimately increasing spectator satisfaction, attracting more spectators, and ensuring long-term success for the club.