Behaviors and Factors Affecting the Selection of Spa Services among Consumers in Amphawa, Samut Songkhram, Thailand

Authors: Chutima Klaysung

Abstract:

This research aims to study the factors that influence the decision to choose the spa service of consumers in Amphawa, Samut Songkhram, Thailand. The research method will use quantitative research; data were collected by questionnaires distributed to spa consumers, both female and male, aged between 20 years and 70 years in the Amphawa, Samut Songkhram area for 400 samples by convenience sampling method. The data were analyzed using descriptive statistics including percentage, mean, standard deviation and inferential statistics, including Pearson correlation for hypothesis testing. The results showed that the demographic variables including age, education, occupation, income and frequency of access to service spa were related to the decision to choose the spa service of consumers in Amphawa, Samut Songkhram. In addition, the researchers found the marketing mixed factors such as products, prices, places, promotion, personnel selling, physical evidence and processes were associated with the decision to choose the spa service of consumers in Amphawa, Samut Songkhram, Thailand.

Keywords: Consumers in Amphawa, Samut Songkhram, Thailand, decision to choose a spa service, marketing mixed factor, spa service.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1127830

References:

[1] Narumon Homkaenchan: 2546 The findings about the characteristics of consumer demand for wireless services in Chiang Mai Municipality.
[2] Sittichai Thammasane: 2554 The research business administration spa. In the city Chon Bu Ri province
[3] Danurat Jaidee: 2553 The findings about the factors that affect the decision of the people in the choice of restaurants in the province of Surat Thani.
[4] Wisit Uthasin: 2554 The findings about the behavior and the factors in the decision to use the services of a beauty parlor in Muang Samut Sakhon, Samut Sakhon Municipality.
[5] (Maslow, quoted in Hawkins, Best and Coney. 1998: 367) "The theory of Maslow's hierarchy of needs".
[6] Philip Kotler (2003) concept of the marketing mix for services (Service Mix).