Service Quality Management of Health and Beauty Clinics in Bangkok

Abstract

The objectives of this research were: 1. to study service quality management of health and beauty clinics in Bangkok; 2. to study problems and obstacles in service quality management of health and beauty clinics in Bangkok; and 3. to study the guidelines for the development of service quality management of health and beauty clinics in Bangkok. This research was qualitative, using a semi-structured interview for an instrument. Form 20 key informants, selected by purposive selection, including senior government agencies, relevant officials of government agencies, health and beauty business entrepreneurs, health and beauty practitioners and service users.

The results found that 1. the service quality management of health and beauty clinics in Bangkok consisted of 1) service process, 2) service user response, 3) accessibility of service recipients, 4) making the service known, 5) understanding and knowing the service user, 6) giving the service user confidence, and 7) taking care after using the service; 2. the problems and obstacles in management in managing the service quality of health and beauty clinics in Bangkok was found that 1) exaggerated advertising, 2) over-estimated service fees, 3) unauthorized hospital operations, 4) the use of drugs, products and equipment that was not below par, 5) solicitation and deception to purchase services, 6) high competition, 7) the use of brokerage systems, and 8) shortage of medical personnel; and 3. the guidelines for improving the quality of service management of health and beauty clinics in Bangkok. It was found that 1) the relevant government agencies must strictly supervise, 2) the clinic must clearly show the business license, 3) the clinician must have a valid professional license, 4) the location of the clinic must be in a convenient location with many branches, 5) the marketing promotion and after-sales service; and 6) it should give priority to staff training about service provision to ensure the availability of services.