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

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.