Paper Title
Effect of Service Marketing Mix, Expectations, and Satisfaction toward Repurchase Service of Fitness Center Customers in Mueang Lampang District, Lampang Province

Abstract
The objectives of this research were 1) to study service marketing mix, expectation, satisfaction, and repurchase service of fitness center customers in Mueang Lampang District, Lampang Province, and 2) to study factors affecting service repurchase customers of the fitness center in Mueang Lampang District, Lampang Province. The sample consisted of 385 fitness center users. The data were analyzed by descriptive statistics such as frequency, percentage, mean and standard deviation. and inferential statistics, including multiple regression analysis. The results of the research on service marketing mix, expectation, satisfaction, and repurchase service of fitness center customers in Mueang Lampang District, Lampang Province found that service users gave importance to all factors at the highest level by the satisfaction factor at the very first level followed by the service marketing mix.The last order was the expectation and research results of factors affecting the re-use of fitness center customers in Mueang Lampang District, Lampang Province. It was found that the service marketing mix had the effect of reusing the service at the highest level first, followed by the expectation aspect and satisfaction with a statistically significant level of 0.01. The results of this research encourage fitness center operators to use the service marketing mix as an important factor and should create new strategies so that those who come to use the service are satisfied beyond the set goals and there should be a variety of activities to keep users coming back to use the service again and again. Keywords - Service Marketing Mix, Repurchase Service, Fitness Center.