การออกแบบบริการสำหรับยิมมวยไทยในอำเภอเมืองเชียงใหม่

Abstract

This study aims to explore the design of services for Thai boxing gyms in Mueang Chiang Mai District using qualitative research methods. It seeks to identify the appropriate service design elements for these gyms, along with the seven marketing mix factors influencing customers' decisions to use their services. Data was collected from service users through interviews, involving 17 participants, as well as from Thai boxing gym operators through interviews with two operators. The analysis employed Content Analysis, grouping data and identifying connections to draw conclusions. The results highlight three key components that are suitable for Thai boxing gyms in Mueang Chiang Mai District: 1) Physical elements, 2) Customer activities that create memorable experiences within the gym, and 3 ) Staff activities, including front-of-house, back-of-house, and support activities. Moreover, it was found that there are marketing mix factors that need improvement to match the service quality of the benchmark gym, "Khongsittha Muay Thai," such as clear communication emphasizing health and fitness benefits, accessibility for all genders and ages, and leveraging Thai boxing as soft power to attract international customers. The study recommends using well-known influencers and enhancing marketing strategies with diverse and interesting packages, improving the facility's ventilation, and ensuring sufficient training equipment