รหัสดีโอไอ 10.14457/TU.the.2018.409
Title Thai therapeutic massage promoting health: the study of customer perceived value
Creator Thatchai Kongkaew
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Thai therapeutic massage ,Health promotion ,Perception ,Attitude
Abstract This research aims to identify customer segmentation of the Thai Therapeutic massage services based on Demographic, and Behavior, to determine perception and attitude toward Thai Therapeutic Massage promoting health benefits and to identify the factors that customers are considering in the adoption of Thai Therapeutic Massage for health benefits. Application of the results of the study will lead to the development of more effective marketing strategies to meet the expectation of the target customers.The research utilized both exploratory and descriptive methods. The exploratory research consists of secondary research and in-depth interview from 2 service providers, and 8 current users. The information gained from exploratory research was used to develop a questionnaire in descriptive research phase. The descriptive research was completed with 183 respondents through personal contacts and snowball sampling technique through the Thai Therapeutic Massage Practitioners. The data were classified in to three groups: Light users, Moderate user and Heavy user. Each group has sufficient respondent to generalize the findings relating to customers’ expectations, perceptions, attitudes and considering factors in the adoption of Thai Therapeutic Massage. The results showed the different type of current users are associated with different perception, attitudes and influences towards the consumption of Thai therapeutic massage.
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บรรณานุกรม

Thatchai Kongkaew และผู้แต่งคนอื่นๆ. (2018) Thai therapeutic massage promoting health: the study of customer perceived value. Thammasat University:ม.ป.ท.
Thatchai Kongkaew และผู้แต่งคนอื่นๆ. 2018. Thai therapeutic massage promoting health: the study of customer perceived value. ม.ป.ท.:Thammasat University;
Thatchai Kongkaew และผู้แต่งคนอื่นๆ. Thai therapeutic massage promoting health: the study of customer perceived value. ม.ป.ท.:Thammasat University, 2018. Print.