The Marketing Mix Factors Influencing the Decision to Use Beauty Clinic Services Among Working-Age Customers in Ratchaburi Province
Keywords:
Service Marketing Mix, Beauty Clinic, Decision-making in choosing servicesAbstract
This research aims to 1) study the general conditions of personal factors, service marketing mix, and decision-making in choosing Beauty Clinic services among working-age customers in Ratchaburi Province; and 2) examine the influence of personal factors and service marketing mix on the decision-making process of working-age customers in selecting Beauty Clinic services in Ratchaburi Province. The sample group consisted of 400 working-age individuals who used services from Beauty Clinic operating in Ratchaburi Province. Data were collected using a questionnaire and analyzed through descriptive statistics, one-way ANOVA, and multiple regression analysis to test the hypotheses. The results revealed that differences in personal factors did not significantly affect the decision to choose Beauty Clinic services among working-age customers in Ratchaburi Province. However, aspects of the service marketing mix that influenced the decision-making process included product, process, personnel, and physical presentation.
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