The Impacts of word of mouth marketing strategy on success of faculty of Business Administration of Rajamangala University of Technology Phra Nakhon

Abstract

The purpose of this study was to study the impacts of word of mouth marketing strategy on success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon and compare success of Faculty of Business Administration in 3 aspects : undergraduates’ satisfaction, keeping customers, and increment of customers. The undergraduates were classified by gender, curriculum, and major subjects. The samples in this research were 367 undergraduates. The study participates selected by stratified random sampling. The 42 item questionnaires of rating scales (24 item toward the word of mouth marketing strategy and 18 item toward the success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon) was used as the research instrument. Percentage, mean, standard deviation, stepwise multiple regression analysis, t - test for independent sample, F - test and Scheffe’s test analysis were statistical method to analyze data. The results were as follows: 1. The undergraduate agreed with the word of mouth marketing strategy in the aspect of quality service, creation of inspiration, news disseminators, creation of relationship with news disseminators, and all aspects were in moderate levels. 2. The undergraduate agreed with the success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon in the aspect of undergraduates’ satisfaction, keeping customers, increment of customers, and all aspects were in moderate levels. 3. There was significant difference for undergraduate agreed with the success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon in the aspect of undergraduates’ satisfaction, keeping customers, increment of customers and all aspects at the 0.05 level among students in different gender, curriculum, and major subjects. 4. The word of mouth marketing strategy in the aspect of quality service, creation of inspiration, news disseminators, and creation of relationship with news disseminators had positive relationships with the success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon was statistically significant at .01 level. The word of mouth marketing strategy in the aspect of quality service, creation of inspiration, news disseminators, and creation of relationship with news disseminators had positive effect and explained 79.20 percent of the success of Faculty of Business Administration of Rajamangala University of Technology Phra Nakhon