Perceived Benefits and Social Values Affecting Customer's’ Decision towards 24 hours ‘Full-Service gym in Bangkok metropolitan area

Abstract

Research on the objective of this study was to study consumer needs for decision making to use a 24-hour integrated fitness center and to study the perception of benefits and social values that influence the decision to use a complete fitness facility. That is open 24 hours a day by using questionnaires to collect information. With a group of 150 students, students and working people who used the fitness center and analyzed the quantitative data. The statistics used were percentage, mean, standard deviation. Linear regression analysis and multiple regression analysis the results of the study found that the perceived benefit factor and social values that influence the decision to use the twenty-four-hour comprehensive gymnasium service among consumers in Bangkok