Abstract:
The objectives of the research were to study to what extent 7 C’s marketing mix perceived by Russian people were used for decision marking to study Thai language at Pattaya Language Center (PLC) in Pattaya, Chonburi and the results were used as the guidelines for the school to improve and develop Thai Language curriculum to be consistent to Russian people studying at PLC Language School in Pattaya, Chonburi. Mixed method was used for The research. In other words, the study was both quantitative and qualitative research. The research focused on both Russian people’s personal characteristics influencing the decision to study Thai language at Pattaya Language Center (PCL) in Pattaya, Chonburi and the 7C’s marketing mix consisting of 1) customer value, 2) cost to customer, 3) convenience, 4) comfort, 5) communication, 6) caring, and 7) completion to respond the foreigners’ need and to develop the Thai Language curriculum for Russian people at Pattaya Language Center (PLC) in Pattaya, Conburi, all of which had an influence on the decision to study Thai language at Pattaya Language Center (PLC) in Pattaya region. From the study of the satisfaction on the quality and facilities of Pattaya Language Center (PLC) in Pattaya, Chonburi, it was found that customers had high satisfaction on 1) the customer value, 2) cost to customer, 3) convenience, 4) comfort, 5) communication, 6) caring, and 7) completion to respond the foreigners’ overall need. Therefore, the owner of Pattaya Language Center (PLC) in Chonburi should not only consistently and regularly maintain the standard to school already has, but he should also improve or add the qualities which the school Lacks. The things the school needs to improve are as follows: the classrooms should be improved To have suitable atmosphere without noise interference; the drinking water should Be clean and sufficient; the restrooms should be hygienic and should be cleaned regularly; Sales promotion should be added in order to attract more interested service users and to impress the customers in order to make them repurchase in the future. To develop the curriculum of Thai language for Russian people, the school owner should Focus on maintain the standard quality of the courses which can be measured, and The curriculum should be approved by the Ministry of Education. The instructors should give the techniques for the students to learn and practice doing tests and arrange other Additional activities for each program in order to improve learning skills. In addition, the owner of Pattaya Language Center (PLC) should design many different schedules for the students to choose the day and time that would be convenient for them.
