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Service Marketing Mix and MOOC Enrollment in Thailand: Exploring Brand Image as a Mediator

Author

Listed:
  • Narubodee Wathanakom

    (School of Management Science, Sukhothai Thammathirat Open University, Nonthaburi 11120, Thailand)

  • Nhatphaphat Juicharoen

    (Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Pathum Thani 12110, Thailand)

  • Aphiradee Saranrom

    (School of Management Science, Sukhothai Thammathirat Open University, Nonthaburi 11120, Thailand)

  • Phantipa Amornrit

    (Office of Educational Technology, Sukhothai Thammathirat Open University, Nonthaburi 11120, Thailand)

  • Phisit Nadprasert

    (Office of Educational Technology, Sukhothai Thammathirat Open University, Nonthaburi 11120, Thailand)

Abstract

This research develops and verifies a structural model of enrollment intention for Thai MOOC, the national learning platform, based on empirical data from a survey of 475 learners. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data, and the results indicated a strong model with high predictive capability. Among the seven dimensions of the service marketing mix, product, promotion, process and place had a significantly positive association with brand image perception. In contrast, perceived value, people, and physical evidence had no significant relation. Brand image perception was established as a mediator, representing the channel through which the significant marketing mix factors associated with the intention to enroll in Thai MOOC. These findings suggest that to induce enrollment, government-backed MOOCs should focus on content quality and platform accessibility ahead of conventional service aspects, while utilizing promotion to establish a strong brand image.

Suggested Citation

  • Narubodee Wathanakom & Nhatphaphat Juicharoen & Aphiradee Saranrom & Phantipa Amornrit & Phisit Nadprasert, 2026. "Service Marketing Mix and MOOC Enrollment in Thailand: Exploring Brand Image as a Mediator," Sustainability, MDPI, vol. 18(1), pages 1-20, January.
    • Handle: RePEc:gam:jsusta:v:18:y:2026:i:1:p:508-:d:1832793
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