วารสารวิทยาลัยบัณฑิตเอเซีย ...

Football is the one of the most popular sports around the world. On the other hand, football is a world-class product that can easily cross borders to many countries. In Thailand, football is the sport that Thai people like to follow the most. As can be seen from the copyright auction of live football league matches. The public and private sectors which realize the value and value that will occur in the future. Income from entrance tickets for each match, including the prize money received from the competition. The objective of this research was to study the factors that influence the loyalty of football fans towards football clubs (Khon Kaen FC). By the marketing mixed method were; product factors, price factor, location factor, marketing promotion factors, personnel factors, physical factors, service locations, and service process factors. Demographic factors were; age, education level, and monthly income. In order to let the football club executives know the factors that influence the loyalty of football fans and apply the results of research to benefit the development and management of the club in accordance with the interests and behavior of football Thai fans. The population was Thai football fans who cheering at Khon Kaen FC Football Club by conducting questionnaires and receiving complete 400 questionnaires. The result of the research showed that factors affecting fans' loyalty to Khon Kaen FC Football Club include: 1) Personal factors mostly were male 20-30 years, bachelor's degree education. 2) Marketing mix factors affected the loyalty of football fans towards Khon Kaen Football Club was found that all fans had opinions on marketing mix factors at the highest level. All aspects, in order from the highest to the lowest were price, marketing promotion, personnel, physical characteristics, product process, and the distribution channels respectively. 3) The attitude factors including knowledge, belief, and experience found that football fans had opinions in all factors of attitude with the highest level. 4) The information about the loyalty of Khon Kaen Football fans towards the Khon Kaen FC Football Club. Including consumer confidence of getting into the center of the consumer and easy to access. Football fans had opinions in loyalty factors in all aspects in general, it was in the highest level. In addition, the information about the loyalty of Khon Kaen football fans towards the Khon Kaen FC Football Club Including the confidence of consumers getting in the center of the consumer and easy to access, found that football fans have opinions in loyalty factors in all aspects.