Marketing Mix Factors Affecting Decision to Use Chana Clinic Beauty Clinic Services

Abstract

          The research objectives were: 1. to study marketing mix factors affecting the decision to use Chana Clinic beauty clinic services; 2. to measure the opinions levels on the decision to use beauty clinic services, classified by demographic information; and 3. to develop a beauty clinic service strategy for the Chana Clinic. This research was a mixed method. The researcher collected quantitative data through questionnaires from 400 Chana Clinic Beauty Clinic customers and qualitative data through structured questionnaires from 14 key informants.

           The research showed the following

1. The difference in demographic information did not affect the decision to use Chana Clinic beauty clinic services. The marketing mix factors (personnel and products) affected the decision to use Chana Clinic beauty clinic services.
2. Chana Clinic beauty clinic service strategy is: (1) increasing public relations channels and matching businesses with other establishments; (2) reducing service procedures, organizing promotions for customers and use of technology to assist in providing services; (3) maintaining standards in providing customer service and designing membership cards to be beautiful and modern; and (4) displaying license information and following up on the results of the procedure.