Development Marketing Strategic for Thai Massage at the Community Health Center in Ban Sai Sub-district, Ban Mi District, Lopburi Province

Abstract

This thesis was a Action Research. The objectives of this study was to study the level of practice the
marketing strategy and compared the development of marketing strategy for Thai Massage. Before and after
development. The sample consisted of 32 Tambon Ban Sai public health development committee member,
obtained using the purposive sampling technique. Study period from May to December 2008, for the marketing
strategy through of SWOT analysis to develop and implement the plans. Data were collected using a ratingscale
questionnaire. Audit quality tools Content Validity was IOC. From 0.5 poise and Reliability was
Cronbach’s Alpha Coefficient confidence value 0.86. The statistics used for analyzing the collected data were
percentage, mean, standard deviation, and paired t-test.
The findings revealed that the Tambon Ban Sai public health development committee member viewed
that after the development of marketing strategies for Thai Massage, the performance of activities for
marketing strategies as a whole and in each of these aspects appeared at a good level : product and service
( X = 1.64, S.D. = 0.20), price ( X = 1.78, S.D. = 0.40), place and environment ( X = 1.92, S.D. = 0.13), and sale
promotion and public relations ( X = 1.48, S.D. = 0.34). Performance of activities as a whole and in each of the
3 aspects (except price) increased from before the development ( X = 1.68, S.D. = 0.14) at the 0.05 level of
significance.