THE IMPACT OF THE SPORTING EVENTS QUALITY ON CUSTOMER DECISION-MAKING: CASE STUDY IN BANGKOK, THAILAND

Abstract

The impact of sporting events on customer decision-making in Bangkok, Thailand. Recognizing the growing significance of sports in urban landscapes, particularly in attracting consumer interest, this research aims to analyze the quality of sporting events and its influence on customer decision-making processes. Through surveys, interviews, and observational data, the study assesses the preferences and behaviors of consumers attending various sporting events in Bangkok. Key factors such as event organization, venue facilities, and overall experience are examined to understand their correlation with consumer choices. The findings aim to provide insights for event organizers, marketers, and policymakers to enhance the quality of sporting events and strategically align them with consumer expectations in the dynamic context of Bangkok. This research contributes to the broader understanding of the symbiotic relationship between sporting events and consumer decision-making in urban environments. The Aim of this research is to understand the sport events quality on customer -decision making with a sample size of 300 Statistical analysis, including percentage, mean, standard deviation, Pearson correlation coefficient, and multiple regression, reveals that various factors operate at a high level. Game quality is the most influential, followed by interaction quality, physical environment quality, and outcome quality, all of which are statistically significant. The multiple regression equation indicates that the variables collectively explain customer decision-making.