THE FACTORS OF CUSTOMER’S DECISION TO CHOOSE THE AESTHETIC CLINIC APPLIED WITH MASLOW’S HIERARCHY OF NEEDS THEORY IN BANGKOK AREA IN OCTOBER 2022

Abstract

At present, the beauty business has fierce competition due to the increasing business and being a market with high growth potential. Notwithstanding, there are many businesses that cannot survive in this intense competitive environment. In addition, they are able to set prices higher than other competitors due to their brand value and good service which matched the customers' needs. This shows that there are other ways to attract the customers and create customer's loyalty without extreme focusing on price competitiveness. So, this is thebeginning of my paper. This paper is research about the factors of customer’s decision to choose the aesthetic clinic and I try to figure out what the factors that really affect the customers' decision of choosing an aesthetic clinic by applied with Maslow's theory for grouping the factors and deeply understand what the customer want. I wish that this paper will be advantageous for the aesthetic clinic owner to adapt the information in this paper for development the service and value of the brand for survive in high competitive market without destroying the market and customer's perspective The data was analyzed using priority scoring. Each factor is categorized according to Maslow's Theory of Needs, and finding a clear conclusion on which hierarchy has the most effect including what topics have the most impact on customers. According to the result, customers are most interested in safety and cleanliness, and followed by the results of the service. This information can help the aesthetic clinic owner understand the customer's perspective, and be able to focus development on the areas that importantly impact the client the most, under budget limitation.