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Abstract

The objective of this research is to survey the factors that effect people for
making the decision to use Thai traditional massage services from the place that has a
standard of massage issued by the ministry of public health in Hatyai District, Songkhla
Province, southern Thailand. The result of this research has been analyzed from the

collective data from 384 questionnaires.
The result shows that 73.2% of the customers were male. The age ranging from

31 to 40 years old is 34.1%. Thai and Malaysian nationality clientele have a close ratio
which is 45.6% and 44.3% respectively. The married clientele is 51.6%, bachelor degree
graduated clientele at 30.2%, Self-employed or business owners as 35.7%. The monthly
income averaging from 5,000 - 10,000 baht as 27.5%, 34.6% of the massaged customers

used the service between 04.00pm and 08.00 pm, 65.4% of them gave the reason as to relax
the muscles. 50.4% of the clientele preferred to choose a masseuse themselves, an experienced
and skillful masseuse was preferable as 38.3%. Body massage was preferable as 81.9% of

the figures show. 85.3% of the people surveyed showed that the clientele gave extra money
as a tip to the masseuse. The satisfaction of services which was given as a reason was
47.4%. And 94.5% of the clientele stated they would go back for services at the same place.

Figures from the study show that the clientele gave the significance to each factor
as following:-
The factor of marketing and promotion

The clientele gave the most significance to the advertisement and public relation.
The factor of place
The emphasis about the importance of cleanliness and tidiness of the resting area
of the surroundings is an important factor.

The factor of masseuse
The masseuse must have experience and skills related to their work.
The factor of other services

The clientele preferred and gave significance to the personal cleanliness and
hygiene as well as correct dress and manner of the customer relation staff.
The factor of massage equipment

The clientele gave the most significance to the cleanliness of the massage room,
mattresses and pillow cases.