Customer Behavior & Marketing Mix Factors as they Relate to the Selection of Thai Massage Providers

Abstract

“Traditional Thai Massage” plays vital role in assisting Thailand to become the medical hub of Asia because of the distinguished uniqueness of Thai medical /alternative treatments. Country Competitiveness derives from many factors including Demand Condition, which brings a better level of national advantage. Local people give financial support, and are fundamentally important to the business development so as to innovate faster and provide continuous evolving over time. The research focused and investigated on whether there is a relationship between the knowledge, attitude and behaviors of Thai customers in relation to Thai Massage consumption and selection. However this article will also focus on revealing what should be done for the Thai Massage entrepreneur in order to gain customers’ satisfactions, based on the 7P’s elements of marketing mix. A quantitative/exploratory research design was used. Using an evaluation of the literature and an exploratory study, appropriate constructs and instruments were developed and then used interview survey involving approximately 480 Thais. The result, apart from the customer behaviors of traditional Thai massage being revealed, will benefit in addressing effective 7P’s strategy encouraging national demand which then strengthen local business competitiveness which then contribute to country’s competitiveness to become Medical Hub of Asia.



Author Information
Kitiya Thassanabanjong, Kasetsart University, Thailand

Paper Information
Conference: ACP2015
Stream: Linguistics

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