รหัสดีโอไอ 10.14457/TU.the.2020.834
Title A study of customer experience of traditional spas for the development of spa at home services for Thai office workers
Creator Patchara Rungruangkollakit
Contributor Archan Boonyanan, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Spa, Spa at home, Spa delivery, Service design, Office worker
Abstract Thailand's massage and spa is a renowned industry that the Thai government supports for many years. The industry is ranked the 5th industry sector in Asia by Marketeer (2020). However, only 25% of the total spa and massage customers are Thais. Furthermore, the spa and massage industry is one of the most affected industries by the COVID-19 pandemic. Massage parlors have been under strict government health and safety policies to close for extended periods resulting in loss of income. Once it is allowed to open, the industry needs to quickly adjust to embrace social distancing as a new regular practice. Therefore, this research investigates Thai customers' behavior, preferred experiences, and decision-making factors that might increase the number of massage and spa customers. Secondly, it aims to study the spa at home as the alternative business model using the service development process to create a new blueprint of the customer journey. Data were collected from 400 respondents using a questionnaire developed to identify the overall perception of spa service and the interest in a spa at home service and analyzed using the Statistic Package of Social Sciences (SPPS). Moreover, interviews were also conducted with spa owners of six different levels of service: two from the budget category, two from the medium-priced service, and two from the high-end service. The outcomes show that Thai customers prefer the flexible price, and their decision-making factors are focus on the people factor the most. Moreover, the pain points of the existing massage and spa service are customer emotion and therapist management. Therefore, a new service blueprint for improving each touchpoint of the spa service highlights attracting customers and solving the spa provider's pain point.
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บรรณานุกรม

Patchara Rungruangkollakit และผู้แต่งคนอื่นๆ. (2020) A study of customer experience of traditional spas for the development of spa at home services for Thai office workers. Thammasat University:ม.ป.ท.
Patchara Rungruangkollakit และผู้แต่งคนอื่นๆ. 2020. A study of customer experience of traditional spas for the development of spa at home services for Thai office workers. ม.ป.ท.:Thammasat University;
Patchara Rungruangkollakit และผู้แต่งคนอื่นๆ. A study of customer experience of traditional spas for the development of spa at home services for Thai office workers. ม.ป.ท.:Thammasat University, 2020. Print.