FACTORS THAT INFLUENCE PET PARENTS TOWARD USING PET GROOMING SERVICES

Abstract

In the present, the number of pet population is increasing, and expect continue to increase in the next future. The reason is many families raise pets instead of having children, and they become pet parents. They take care of their pets as family members and are willing to pay at high price to gain the best quality of products and services. In terms of services, pet grooming services are secondary importance to food. Each breed of pets needs different services according to their type of hair and personality. When pets receive a suitable pet grooming service, it will help to stimulate their personalities and wellbeing. The objective of this study to explore the factors that can influence pet parents toward using pet grooming services and understand how brand image of pet grooming services influence pet parents’ decision. This study conducts 150 respondents who are pet owners via online questionnaire surveys. The data was analyzed using descriptive factors analysis and multiple regression analysis. For the descriptive factors’ analysis, will find the factors that can influence pet parents toward using pet grooming service. The result of these analyses was service quality and satisfaction, which can influence pet parents toward using pet grooming services. Furthermore, this study uses multiple regression analysis to find out variables that can influence pet parents’ satisfaction. There were two positive variables, such as service quality and brand image. Finally, the recommendation provides guidelines for marketers and new business owners who will invest in pet grooming services industry to prepare and apply with their own business.