The Marketing Strategies during the Covid-19 Pandemic Affecting the Spa Customers Service in Muang District, Chiang Mai Province

Abstract

The aims of this study were to examine the service usage behaviors of customers who utilized spa services during the 2019 Coronavirus outbreak in Muang District, Chiang Mai Province, and to study marketing strategies the 2019 Coronavirus outbreak on customers who utilized spa services in Muang District, Chiang Mai Province. Data were collected from 384 individuals using accidental sampling as the sampling method. The data were analyzed using descriptive and inferential statistics, including percentages, means, standard deviations, Pearson's correlation coefficient analysis, and stepwise multiple regression analysis.
The study found that the majority of spa service users were females age 20 to 30 with bachelor’s degree, employed in private companies, and earning a monthly income of 15,000 to 25,000 baht. They used spa services regularly (1 to 2 times per month) to relieve stress and they preferred full body massages costing less than 1,000 baht. The customers highly valued the location aspect of the marketing strategy. Significant factors influencing their choice of spa services during the 2019 Coronavirus outbreak in Muang District, Chiang Mai Province, included marketing strategy, price, marketing promotion, personnel, and forecasting. The findings had a statistical significance of 32.6 percent at the 0.05 level, with a multiple correlation coefficient of 0.567.