Innovation in Nail Salon Business Management in Prachuap Khiri Khan Province.

Abstract

This research article aims to: 1) analyze the business management practices of nail salons in Prachuap Khiri Khan Province 2) examine the marketing mix components of nail salon businesses in Prachuap Khiri Khan Province and 3) propose innovative approaches to nail salon business management in Prachuap Khiri Khan Province through qualitative research. The research setting comprised nail salons located within Prachuap Khiri Khan Province. The key informants were purposively selected and consisted of three groups: 1) six owners of small-, medium-, and large-sized nail salon businesses; 2) nine nail salon service employees from small-, medium-, and large-sized establishments; and 3) fifteen customers receiving services from small-, medium-, and large-sized nail salons. In total, thirty informants participated in the study. The research instrument employed was a structured in-depth interview guide. Data were analyzed using thematic analysis. The findings revealed that: 1) the essential components of nail salon business management in Prachuap Khiri Khan Province include planning, organizing, directing, and controlling; 2) the marketing components of nail salon businesses in Prachuap Khiri Khan Province consist of the 7Ps (product, price, place, promotion, people, process, and physical evidence) and the 7Cs (customer value, cost, convenience, communication, care, capability in fulfilling customer needs, and comfort), with all components significantly influencing business success; and 3) innovative nail salon business management in Prachuap Khiri Khan Province takes the form of a newly developed business model comprising relationship marketing innovation, integrated marketing innovation, internal marketing innovation, and outcome-oriented marketing innovation aimed at achieving sustainable business performance.