ความพึงพอใจของลูกค้าที่มีต่อส่วนประสมการตลาดบริการ ของร้านนวดแสนสบาย

Abstract

This independent study aimed to explore customer satisfaction towards service marketing mix of San-Sabai Massage Shop and to compare the satisfactions of Thai and foreign customers towards service marketing mix of the studied shop. Studied populations were identified to 400 customers of San-Sabai Massage Shop. Questionnaires in a form of 5 rating scales were used as the tool to collect data. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, mean, and t-test. Hereafter were shown the studied results. According to the study on behavior of the customers of San-Sabai Massage Shop, the results showed that most of them received the massage service, especially foot massage, at the studied shop for the first time, for the relaxing purpose. The majority made decision to receive such a service by themselves and spent 201-300 Baht for it in each time. Frequency in receiving the service was uncertain. They mostly visited the shop during 14.01-16.00 hrs. and spent 1-1.30 hours for the service in each time. Supportive factor encouraging them to receive the services at the studied shop was the convenient location near their residence or workplace. Most of them would return to the shop and would also recommend others to receive the services at the studied shop. In an overview, the respondents rated their satisfaction at high level towards the following service marketing mix factors of San-Sabai Massage Shop: service process, physical evidence, price, product, people, place, and promotion, in orderly. The results of the comparative study on the satisfactions of Thai and foreign customers towards the service marketing mix factors of San-Sabai Massage Shop presented that in an overview, the satisfactions of these customers were indifferent. It was found out that promotion, people and physical evidence factors were significantly different at a 0.05 statistical level; while product, price, place, and service process factors were rated indifferently.