PUSH-PULL FACTORS AND BEHAVIOR AFFECTING THAI CONSUMERS’ DECISION TO USE DAY SPA
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Abstract
The purpose of this study were 1) to find the connection between the behavior when using the spa and customer ‘s personal characteristics such as gender, age, level of education, and monthly average income: and 2) to analyze the level of importance of each push and pull factor and market mix in service sector. This study is a quantitative research that uses the questionnaire by focusing on 385 Thai customers who have used the day-spa. The statistic methods that are used in analyzing the data are Descriptive Statistic and Inferential Statistics.
The findings of this study show that there is also a strong relationship between the behavior of Thai customers in choosing the spa service and 2 of the characteristic of each person which are age and job. The respondents give the most importance to the overall push factors by giving the most importance to the push factors and the need for good health and beauty, followed by the need for relief and relaxation. They also give high importance to the overall pull factors such as giving the importance to the safety of the personal and place the most, followed by the image and convenience. In terms of marketing, the overall image of the highest importance level by giving the importance to the marketing mix and the physical environment and presentation the most, followed by the price. The result of this study created the understanding about the internal needs which is the push factors; the motivation from the place itself and the marketing mix of the Thai consumers when choosing day spa and useful to the day spa operators by taking the results to service Thai consumers that have the basis from internal needs and the characteristic of spa.
Article Details
Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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