THE DEVELOPMENT OF A BUSINESS COMPETITIVE ADVANTAGE MODEL BEAUTY CLINIC IN NORTHEASTERN THAILAND

Abstract

The objectives of the research article were: 1) to study the perception of service quality, marketing strategy, organizational innovation and customer loyalty of beauty clinics in Northeastern Thailand, 2) to study the influence of perceived service quality, marketing strategy and organizational innovation that affects customer loyalty for beauty clinics in Northeastern Thailand, 3) to study the influence of customer loyalty affecting the competitive advantage of beauty clinic business in Northeastern Thailand and 4) to study the competitive advantage of beauty clinic business in the Northeastern Thailand. The mixed methods research the quantitative research data was collected by using a questionnaire with 600 users of beauty clinics in the Northeastern Thailand. The selection criteria were determined as follows: Khon Kaen province 360 persons, Maha Sarakham province 120 persons, Roi Et province 60 persons and Sakon Nakhon province 60 persons. The statistics used to analyze the data were frequency, percentage, mean, standard deviation and hypothesis testing by multiple regression analysis. And collecting qualitative research data using in-depth interview methods with a group of key informants were 5 aesthetic clinic specialists in the Northeastern Thailand. Data analysis was performed using content analysis techniques. The results showed that marketing strategy, perceived quality of service, organization innovation this affects customer loyalty, creating a competitive advantage in the beauty clinic business in the Northeastern of Thailand.