BEHAVIOR OF DECISION-MAKING IN SELECTING SPA SERVICES OF SERVICE USERS IN PATTAYA CHONBURI PROVINCE

Abstract

      The research study on marketing mix affecting the decision Making to select to use Spa services in Pattaya. Chonburi province. The objectives were to study behavior of customer service in Pattaya, Chonburi province, to study the level of importance of Marketing mix factors affecting the decision Making to select using Spa services in Pattaya. Chonburi , to study the level of selection of using Spa services and to study marketing mix factors affecting the decision making to select to use Spa services of the servicers in Pattaya. Chonburi province. The sample groups in this research were the servicers in Pattaya. Chonburi province with 400 people. The researchers determined the sample size using the Cochren's population unknown formula with a 95% confidence level, allow
tolerances of no more than 5% and using accidental sampling method Data were collected by using questionnaires as a study instruments. Data were analyzed by using percentage, mean, standard deviation and hypothesis testing by Multiple Regression Analysis by using all input variables. (Enter Selection) The research results were summarized as follows.

      1. Majority of the respondents were female, accounting for 70.50 % with the aged 36-50 years, accounting for 46.00 % , having marital status accounting for 48.00%, had the bachelor's degree accounting for 61.50% , were employed by private company / contractor accounting for 41.25% with an average monthly income of 25,001 - 50,000 baht accounting for 45.75 % 2. Majority of the respondents used spa services for body massage with herbal massage, 28.25% used the service on average 1-2 times a month, accounting for 83.30% . The day that used the spa most often were Saturday-Sunday accounting for accounting for 58.25% were the most frequent period of time used in spa services from 16.01-20.00 hrs, accounting for 41.75%. The cost of each spa selection was less than 1,000 baht, accounting for 56.00%. The objective of using the spa service for relaxation, accounting for 46.80
percent%. 3. The marketing mix factors in selection the spa services. The overall level were at the high level. When considering in individual aspect by descending order of average from high to low and found that the highest average was the personnel, followed by the service process, an average of the physical environment, with an average product ,with an average price, with the average of the distribution, with the average and marketing promotion, respectively. 4. The level of decision to select spa services. Overall were at a high level. When considering in individual aspect found that the highest average was the selection to use spa services By considering the service quality of the service place and the expertise of the service staff. The lowest average was before deciding to use the spa service, there was studying all data from facebook websites and various online Medias. 5. Marketing mix factors, there were product, price, distribution, marketing promotion, personnel, service process and physical environment affecting the decision to select to use spa services of the users in Pattaya. With statistical significance at 0.05 level. This was according to the assumptions. The marketing mix factors of all 7 variables explained the variance of the decision to select to use spa services by 75.1%.