Factors Affecting Marketing Strategy and Brand Building on Tutorial Application Acceptance of New Generation (Generation Z)

Abstract

The objective of this research was to identify the factors affecting marketing strategy and brand building on tutorial application acceptance of new generation (Generation Z). This research aimed to recommend the guidelines for tutorial institutes in establishing marketing strategy to use tutorial application with new generation (Generation Z). This research was quantitative research of which online questionnaire was the data collection tool with the sample group of secondary school students who were in Generation Z and attended tutorial school in Bangkok. The samples were selected by purposive sampling. The 430 completed questionnaires were obtained, and the descriptive and inferential statistics were used for examining the relationships between variables. The analysis results of Structural Equation Modeling indicated that Perceived Value affected User Satisfaction at 81% (R²=0.650) and User Satisfaction affected Loyalty at 98% (R²=0.646). In addition, the factors of Marketing Mix 4E’s and Technological Characteristics directly affected Perceived Value at 92% (R²=0.924). The factors of Marketing Mix 4E’s together with Generation Z Characteristics and Technological Characteristics affected Perceived Ease of Use at 79% (R²=0.797). Then, the researcher utilized the research findings to recommend the guidelines for promoting and developing the marketing strategies to achieve greater acceptance of the tutorial application.