คุณภาพบริการของคลินิกเสริมความงามที่ส่งผลต่อความตั้งใจใช้บริการซ้ำของผู้บริโภคในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to investigate the service quality of aesthetic clinics that influences consumers' intention to revisit in Mueang District, Chiang Mai. Data were collected through a questionnaire, with a sample of 400 consumers who had previously used beauty clinic services in the area, selected using a convenience sampling method. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. Inferential statistics such as Independent t-test and ANOVA F-test were employed to analyze the intention to revisit beauty clinics based on consumers’ general demographic information. Multiple Regression Analysis (MRA) was utilized to examine the service quality factors affecting consumers’ intention to revisit. The results indicated that the majority of beauty clinic customers in Mueang District, Chiang Mai, were female, with the highest usage among those aged 26-35. Most respondents were single and held a bachelor's degree. The overall service quality was rated high, especially in terms of assurance, reliability, and responsiveness. Consumers expressed a high intention to revisit beauty clinics, with factors such as gender, age, education level, and occupation significantly influencing this intention. Specifically, women and consumers under the age of 25 showed a higher likelihood of revisiting. Key service quality factors influencing revisit intention included assurance, customer understanding, responsiveness, reliability, and tangibility, with a predictive accuracy of 84.20%, demonstrating a high level of precision in predicting repeat service usage, highlighting the significant impact of service quality on decision-making.