MARKETING MIX FACTORS AFFECTING THE DECISION TO USE ARIMASSAGE HEALTH MASSAGE SERVICES

Abstract

This research aimed to 1) examine the marketing mix factors of Arimassage Health Massage Services, 2) examine customers’ decision to use the services, 3) compare customers’ decision to use the services classified by personal information, and 4) examine the marketing mix factors affecting customers’ decision to use the services. This quantitative research used a questionnaire to collect data from 400 customers of Arimassage Health Massage Services. The sample size was determined using Cochran’s formula at a 95 percent confidence level because the exact population size was unknown. Data were analyzed using frequency, percentage, mean, standard deviation, one - way analysis of variance, and multiple regression analysis. The results revealed that most respondents were male, aged 31–40 years, held a bachelor’s degree, worked as private company employees, had an average monthly income of 30,001–40,000 baht, used Thai traditional massage services, and used the services for health promotion. Overall, the marketing mix factors were at a high level, with a mean of 3.73, and the overall decision to use the services was also at a high level, with a mean of 3.85. The hypothesis testing results showed that differences in personal information did not lead to statistically significant differences in customers’ decision to use the services. The multiple regression analysis revealed that the factors affecting customers’ decision to use the services at the .05 level of statistical significance were physical evidence (Beta = 0.603, Sig. = 0.000), place (Beta = 0.224, Sig. = 0.001), process (Beta = 0.216, Sig. = 0.000), and price (Beta = 0.126, Sig. = 0.014), respectively. The findings indicate that service providers should emphasize the service environment, convenience of access, service processes, and appropriate pricing to encourage customers’ decision to use the services