Thai Massage Service Behavior in Ratchaburi, Thailand

Warapong Thakanun () and Pramsuk Huanprapai ()
Additional contact information
Warapong Thakanun: Suan Sunandha Rajabhat University
Pramsuk Huanprapai: Suan Sunandha Rajabhat University

No 8810432, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: This research aims to study: 1) the demographic factors influencing the customers? decision and behavior to use the service of Thai massage in Ratchaburi, Thailand; and 2) the influence of service marketing mix factors on the customers? decision. The study was carried out between May and August 2017. This study employed a quantitative research methodology. The research sample consisted of 400 individuals who had experiences in using Thai massage services in Ratchaburi. A questionnaire was used to collect the data. The data were analyzed by descriptive statistics including frequency, percentage, mean and standard deviation, and inferential statistics. The Research result showed that 1) customers? decision and their behavior to use the service of Thai massage was influenced by age, occupation, average income per month, and education level; 2) service marketing mix that had an effect on the customer decision and behavior to use the service of Thai massage included, sorted in a descending order, product, process, price, place, personnel, promotion, and physical attributes.

Keywords: Service Quality; Customer Expectation; International Tourists (search for similar items in EconPapers)
JEL-codes: Y80 (search for similar items in EconPapers)
Pages: 7 pages
Date: 2018-11
New Economics Papers: this item is included in nep-sea
References: Add references at CitEc
Citations:

Published in Proceedings of the Proceedings of the International Interdisciplinary Conference, Vienna, Nov 2018, pages 126-132

Downloads: (external link)
https://iises.net/proceedings/international-interd ... 88&iid=022&rid=10432 First version, 2018

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:8810432

Access Statistics for this paper

More papers in Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().