Service Marketing Mix Factors Influencing Decision to Choose Services Aesthetic Skincare Clinic of Customers’ in Bangkok

Abstract

This research is for the purpose of (1) to study the difference demographic factors of customer in Bangkok who have affecting of decision to choose services aesthetic skincare clinic. And (2) to study about the factor of service marketing mix that influence decision to choose services aesthetic skincare clinic. Population of study are people used to use aesthetic skincare clinic services who live in Bangkok, that infinite population. By nonprobability sampling with purposive sampling method and using questionnaire as a tool for collecting data from 310 representative samples, analyze the descriptive statistic factors including frequency, percentage, average, standard deviation, inferential statistic by t-Test, Welch or F-Test and multiple regression. From the research, Demographic characteristics found that, most of the respondents are females, at the age of 21-35 years, bachelor degree, single, employees, monthly income at 20,001-30,000 bath. The service marketing mix factor can be concluded as mostly in highest level of opinion. And decision to choose aesthetic skincare clinic services in high level of opinion. The results of testing hypothesis found that (1) Difference of demographics characteristics such as sex and income are affecting the decision to choose aesthetic skincare clinic services of customer in Bangkok significance at the level of 0.05. (2) The factor of service marketing factor includes promotion, people and physical evidence factors influence to the decision to choose aesthetic skincare clinic services of customer in Bangkok significantly in statistic at 0.05. And 43.8 as a prediction.