The Decision-Making Path Analysis for Users’ Repurchase of Thai Massage
Article Sidebar
Main Article Content
Abstract
The purpose of this research aimed to analyze the decision-making path for users repurchase of Thai massage. This is quantitative research. Data were collected from a sample group of 2,500 Thai massage users from 5 provinces in tourism areas and having Thai massage shop operators, Bangkok, Chonburi, Phuket, Chiang Mai and Udon Thani. Data were analyzed by multiple regression analysis.
The results indicated that that customer experience influenced repurchase trends. The most influential factor was the experience of the product or service, followed by the peace-of-mind, outcome focus, and moment-of-truth. The results of the decision-making path analysis revealed that the first factor is Product or service experience. The next issue was the outcome focus and moment-of-truth. Which requires a high level of experience to be able return to use the service again. That was to support the service planning and recommend how to design the Thai massage service from customer experience. It is a mechanism to create a marketing strategy that leads to continuous repurchases and creates an income opportunity for Thai massage parlors and maintains the value of Thai massage forever.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
อภิรดี ธรรมสรณ์ และ พญ.ปองศิริ คุณงาม. “การศึกษาผลของการนวดแผนไทยต่อคุณภาพชีวิตด้านสุขภาพของกลุ่มคนวัยทำงาน”. วิทยานิพนธ์. มหาวิทยาลัยธุรกิจบัณฑิตย์, ๒๕๖๐.
Erna, A. “Understanding Customer Experience Management in Retailing”. Procedia-Social and Behavioral Sciences, Vol. 1. No. 6, (2015): 629-633.
Gentile, C., Spiller, N., & Noci, G. “How to sustain the customer experience: An overview of experience components that co-create value with the customer”. European Management Journal. Vol. 25, (2007): 395-410.
Global Wellness Institute. “Global Wellness Economy Monitor”. Global Wellness Institute. (2018): 22.
Klaus, P., & Maklan, S. “Towards a better measure of customer experience”. International Journal of Market Research. Vol. 55. Vol. 2, (2011): 771-792.
Klaus, P., & Maklan, S. “EXQ: A Multiple Scale for Assessing Service Experience”. Journal of Service Management, Vol. 23. No. 1. (2012): 5–33.
Klaus, P., & Maklan, S. “Towards a Better Measure of Customer Experience”. International Journal of Market Research. Vol. 55. Vol. 2. (March 2013): 227-246.
Lee, Y., Lin, Y., Huang, C., & Fredrickson, B. L. “The Construct and Measurement of Peace of Mind”. J Happiness Stud. Vol. 14. (2013): 571–590.
Raisa, N. M., Musa, R., & Muda, M. “Reconceptualization of Customer Experience Quality (CXQ) Measurement Scale”. Procedia Economics and Finance, Vol. 37. (2016): 299-303.
Roy, R., Chintagunta, P. & Haldar, S. “A framework for investigating habits, ‘The Hand of the Past,’ and heterogeneity in dynamic brand choice”. Marketing Science. Vol. 15. No. 3. (1996): 280-299.
Schmitt, B.H. “Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands”. New York: Free Press. (1999).
Zolkiewski, J., Story, V.M., Burton, J., Chan, P., Gomes, A., Hunter-Jones, P., O'Malley, L., Peters, L., Raddats, C., & Robinson, W. “Strategic B2B Customer Experience Management: The Importance of Outcomes-Based Measures”. Journal of Services Marketing, Vol. 31. No. 2. (2017): 172-184.