เส้นทางลูกค้าในการใช้บริการคลินิกเสริมความงามในจังหวัดเชียงใหม่

Abstract

This study aimed at examining customer journey of using services of skincare clinic in Chiang Mai province. Data were gathered from a survey distributed to 400 customers who used or were using services at skincare clinics in Chiang Mai province. Survey questions were developed from relevant theories and research; then, the measurement for survey’s reliability was performed. Result of the measurement pointed out that the reliability of this survey was found in good level. This survey was, therefore, regarded as reliable and acceptable. Data obtained were analyzed by the statistics i.e. frequency, percentage, and mean, and the analysis of variance for paired comparison by SLD method.

Results of the study general background of the respondents presented that 58.0% of them were female; 26.0% were alternative gender orientation; and 16.0% were male. The majority (63%) were in the age of 23-40 years old. 68.0% of them had education background in bachelor’s degree. Most respondents (32%) were an employee of a private companyand58.3% of them earned monthly income at the average amount of no more than 30,000 Baht. They mostly bought one-time service at a skincare clinic (47.5%) and the top three services that they chose were the acne, blemish, and spots treatments (60.3%); the facial nourishments such as facial treatment, facial lifting, and laser skin resurfacing (57.5%); and the facial shape adjustment such as Botox and derma filler injections (42.3%). Their frequency in using services at the skincare clinic was mostly found at once in a month (42.8%). In each time, they averagely spent 1,000-2,999 Baht for services (53.8%).

Service marketing mix that affected their decision towards using services at the skincare clinic at the highest level was people factor; while product, price, place, promotion, physical evidence, and process factors affected their decision at high level. In consideration of age ranges, as a part of personal factors, the results presented that the service marketing mix factors namely price, place, promotion, people, and process affected the customers in different age ranges towards using services at the skincare clinic at 0.05 level of statistical significance.

Target market of the skincare clinics in Chiang Mai province was a group of customers in the age of 23-40 years old. Their journey started from realizing their needs of improving appearance to gain self-confidence for their everyday-life and searching and finding a skincare clinic from the internet and recommendation from family members. When they successfully obtained information on service standards, service costs that they felt comfortable with, and promotions that they were interesting, they, then, acquired more information on safety standards of aesthetic medicines to be used at the clinic, treatment methods or treatment equipment, and service cost of each program. For them, the reliable sources of information were the medical staff at the certain clinic, its customers and their acquaintance e.g. friends or family members, for example. They mostly received acne-blemish spots or skin solution treatments, facial nourishment, and facial skin rectifying services at a skincare clinic located in a department store.

Strategies of marketing mix factors that were relevant to the journey of customers in the age range of 23-40 years old were the perception through various online communication channels such as Facebook, Instragram, Line, Youtube, and website. The strategies that could draw the customers’ attraction included the clear price lists; the special promotions with negotiable prices for returned customers; the hygiene of treatment device and service venue; the availability of medical staff to provide more information and answers to customer’s inquires; the training for clinic staff to be able to provide accurate information to the customers, the discount for the one who introduce a new customer to the clinic, and the guaranteed results for treatment services. In the stage of purchasing decision, the strategy that the skincare clinic should pay the concentration on was the service standard and quality, especially for acne-blemish-and spots treatments, facial nourishments, and facial skin rectifying services. Facilities for the customers that the skincare clinics should concern were parking lot or shuttle service from the parking lot to the clinic. Review of service skills should be performed to gain customer’s satisfaction. Regarding the strategy on the word-of-mouth, the clinic should consider to provide a discount to the one who introduce a new customer to the clinic in order to encourage the customers to spread the word-of-mouth and write reviews on their personal Facebook account. In addition, to have medical specialists to provide treatments and take care of customers at the clinic and the evaluation of customer satisfaction ever time after receiving services should also be arranged