Strategic Approaches of Health and Beauty Centers in Thailand to Stimulate Customer Service Behavior
Article Sidebar
Main Article Content
Abstract
This research article aimes to study: (1) study and compare the operational strategies of health and beauty centers in Thailand by personal data of administrators in health and beauty center and (2) develop strategic approaches to stimulate customer service behavior at health and beauty centers in Thailand. This is a mixed research consisting of quantitative research, the sample is 321 managers of health and beauty centers. The instrument used is a questionnaire. Data analysis by finding the mean, standard deviation, t-test and One-Way ANOVA. Qualitative research using in-depth interviews with 15 experts and content analysis.
Findings are as follows: (1) The operational strategies of health and beauty centers in Thailand, as perceived by the managers, were at a high level. The aspect with the highest was the business development operational strategy, followed by the customer operational strategy, and managers of health and beauty centers with different personal data have different health and beauty center operation strategies. (2) Strategic approaches for health and beauty centers in Thailand to stimulate customer behavior include targeting specific customer groups, reaching customers of all ages, disseminating information via social media, building customer databases and using insights, increasing product choices, preparing for the future, building brand image and communicating effectively.
Article Details
References
Al-Hashimi, M., & AlDhari, S. M. (2019). Factors influencing consumer behavior of women within the SPA & beauty sector: A case in the Kingdom of Bahrain. Journal of Business and Retail Management Research, 13 (4), 289-302.
Choi, J. W., Yoo, H. G., Kwon, Y. E., & Kwon, L. S. (2019). Women's skin care factors affecting Korean women's skin and beauty industry market. The Journal of Industrial Distribution & Business, 10 (8), 25-32.
Coulter, M. A. (2008). Strategic management in action (4th ed.). New Jersey: Pearson Education.
David, F. R. (2009). Strategic management concepts and cases (13th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Ekinil, G., Petrenko, A., & Provotorina, V. (2022, May). Trends in the development of beauty services in the infrastructure of tourist and hotel complexes in the rostov region. In International Scientific Conference on Agricultural Machinery Industry “Interagromash” (pp. 1036-1046). Cham: Springer International Publishing.
Fajartriyani, A. P., Raharja, S. U. J., & Dai, R. M. (2020). Competitive strategies of Indonesian skincare clinics: Study on Rafa Health and Beauty Lifestyle, Bandung, Indonesia. Review of Integrative Business and Economics Research, 9, 80-87.
Fosu-Whyte, K. (2018). Business analysis & growth strategy for At heart beauty concepts. Ashesi University.
Jham, V., & Malhotra, G. (2019). Relationship between ethics and buying: a study of the beauty and healthcare sector in the Middle East. International Journal of Services Technology and Management, 25 (1), 36-52.
Kim, Y. J., Lee, J. H., Lee, S. G., & Lee, H. H. (2021). Developing sustainable competitive strategies in the beauty service industry: a SWOT-AHP approach. Sustainability, 13 (19), 10852.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know. New York: John Wiley & Sons.
Kotler, P. & Keller, K. (2009). Marketing management. Global Edition. Upper Saddle River: Pearson Education.
Kuan, N. Y., Yang, F. C., & Fei, L. K. (2020). An application of quantitative strategic planning matrix for small business: A case of a beauty salon. Global Business & Management Research, 12 (2), 24-34.
Kurnianingrum, A. F., & Hidayat, A. (2020). The influence of service quality and price perception on consumer trust and revisit intention at beauty care clinic in Indonesia. Archives of Business Review–Vol, 8 (6). 268-281.
Kerin, R. A. (2007). Strategic marketing problems: Case and comment. New York: Pearson Prentice Hall.
Lee, Y. J., & Lee, J. H. (2020). The effects of middle-aged women's beauty health care behaviors on physical respect and psychological happiness. Journal of the Korean Applied Science and Technology, 37 (6), 1605-1618.
Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management, 65 (6), 1110-1134.
Pawar, A., & Pawar, A. (2023). Crafting effecting marketing strategies for global success in the beauty and cosmetic industry. IJO-International Journal of Business Management, 6 (12), 14-24.
Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: A study of female customers. Social responsibility journal, 11 (1), 179-198.
Schermerhorn, J. R. (2002). Management (7th ed.). New York: John Wiley.
Thompson, A., & Strickland, A. J. (2003). Strategic management concepts and cases. Boston: Irvin McGraw-Hill.
Walker, O. C., & Mullins, J. W. (2008). Marketing strategy: A decision-focused approach. New York: McGraw-Hill Higher Education.
Wheelen, T. L., & Hunger, J. D. (2012). Strategic management and business policy: Toward global sustainability (4th ed.). New Jersey: Pearson Education.
Yamane’, Taro. (1973). Statistics an introductory analysis. New York: Harper & Row.Translate
