ความต้องการใช้บริการนวดนอกสถานที่ของผู้ใช้บริการ ในอำเภอเมืองเชียงใหม่

Abstract

This independent study was conducted to study Customer Needs for Off-premise Massage Services in Mueang Chiang Mai District. The population in this study was 400 Thai people living or working in Mueang district, Chiang Mai province who had used massage services within 1 year. Study behavior and marketing mix factors that influence the decision to use the service the most for analyzing customer data to make business better and create new business models. The study found that the most respondents were female with a Bachelor's degree, Single, aged 31-40 years, average monthly income 20,001 - 30,000 baht, and are employees of a private organization/ company. The most important reasons for using Off- premise massage services were to be confident in cleanliness and safety from COVID- 19 and others, followed by time savings and high privacy, respectively. The results of the study on problems and obstacles in using Off-premise massage services. The most cited factors were concerns about life and property safety, followed by problems with higher prices for massage services in establishments, and wanting a place that is beautiful and well-equipped, more relaxed and calm atmosphere to massage at their own place, respectively. As for the Off-premise massage services experience, it was found that the most respondents were 64% had never used the service and 36% had used the service. In addition, if classified by interest in using an Off-premise massage service of 256 people who had never used massage services before, it was found that they were interested in using it out of the 400 respondents, 39.8% or 159 of the respondents had Off- premise massage services, and 24. 2% or 97 of the 400 respondents were not interested in Off-premise massage services. The results of the study on the behavior of consumers in using services found that most of them used to have a full body massage, got a massage twice a month, got a massage to relieve aches and pains. Come to get massage services during 2 pm - 4 pm. Receive massage services depending on the occasion. The main reason for choosing a massage shop that comes regularly is the quality of service of massage therapist. The average time spent on each massage is 2 hours and the average cost of getting a massage per hour is 151 - 300 Baht. The results of the study of marketing factors affecting the selection of massage services in the field of products at the most agreeable level were the products used to provide quality services. The Location/distribution channel is the staff to store and clean the customer's place after the massage service. The most convenient way to be contacted by customers is telephone. In terms of marketing promotion, there are various attractive packages such as fixed- payment services or membership. The process aspect is that the service process is highly secure. The human aspect is that the massage therapist has the high ability to work (good massage). The physical presentation is that the massage tools and equipment are clean and hygienic. In terms of prices, the most agreeable is the price of a full-body Thai massage or foot massage: 390 Baht per 60 minutes, 590 Baht per 90 minutes, 690 Baht per 120 minutes and 890 Baht per 180 minutes.