Models of Success for Spa Business Operators in Bangkok and Its Vicinity
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Abstract
The objectives of this research were 1) to study the success level of spa business operators in Bangkok and its vicinity. and 2) to study the success patterns of spa business operators in Bangkok and its vicinity by using a research method mixed It consisted of quantitative research and qualitative research. The quantitative research consisted of a sample group of spa service users in Bangkok and its vicinity. The sampling method was used by randomly dividing the population into districts: Bang Phai, Bang Bon, Bang Khae, Bangkok Noi. Bang Khun Thian District, Taweewattana District during July-December 2022, using the formula of Taro Yamane (1967, cited in Thanin Siljaru, 2006). From the calculation of the sample size, n was 384.16 samples. Therefore, the number of samples used in study with error allowance was 390 samples. The data were analyzed by structural equations. for qualitative research Use in-depth interviews with key informants, namely. A total of 10 entrepreneurs or representatives of spa business owners in Bangkok and its vicinity who have been registered for quality certification of spa establishments and health services issued by the Bangkok Metropolitan Administration Office, data were analyzed by content analysis. The research results revealed that 1) learning and growth, finance, stakeholders and internal management processes. The overall strategic leadership was at a high level. 2) High understanding. initiative having a vision. The overall organizational management was at a high level. 3) Command, control, coordination, organization and planning. The overall success of spa business operators was at a high level and 4) Strategic leadership had influence. The overall effect on the success of spa business operators in Bangkok and its vicinity was the most followed by organizational management and customer satisfaction respectively.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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