Service Marketing Mix Strategy Model for Spa and Thai Massage Businesses In Samut Prakan Province
Keywords:
Strategy Model, Service Marketing Mix, Spa and Thai Massage Businesses, Decision MakingAbstract
This research aimed to 1) to compare the decision-making processes regarding the selection of Thai spa and massage services among consumers, categorized by personal data, 2) to examine service marketing components influencing consumers' decisions to choose Thai spa and massage services, categorized by different decision-making processes among consumer subgroups, and 3) to explore the marketing service mix strategies for Thai spa and massage businesses. The sample consisted of 400 consumers who utilized spa and massage services in Samut Prakan province. Sampling was conducted with a confidence level of .97. Data were analyzed using descriptive statistics, t-tests, ANOVA, and stepwise multiple regression analysis.
The research findings revealed that: 1) Consumers engaged in government or state enterprise occupations, corporate employment, or those unemployed exhibited differing decision-making processes compared to self-employed or freelance individuals. However, no significant differences were observed. 2) Positive influences on decision-making regarding Thai spa and massage services among government employees, corporate employees, and unemployed individuals were attributed to service landscape, distribution/location, product offerings, and processes. Conversely, service providers had negative influences. For self-employed or freelance consumers, positive influences were observed in product offerings, service providers, and pricing. 3) Two distinct marketing service mix strategies were identified for Thai spa and massage businesses.
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