【关键词】：中国游客 泰国的Spa业务 消费者行为 服务营销组合的因素 消费者决策
摘要4-8 Abstract8-12 Chapter 1 Introduction12-24 1.1 Background and Significance of the study12-17 1.2 Objective of the Study17-18 1.3 Literature Review18-21 1.3.1 General knowledge about the spa business in Thailand18-19 1.3.2 Spa and physical senses19 1.3.3 Type of spa business in Thailand19-20 1.3.4 Standard of Thai spa20-21 1.4 Research Model21-22 1.5 Organization of the Research22-24 Chapter 2 Theories of Research24-36 2.1 Theory of Consumer Behaviors and Consumer Decision24-26 2.1.1 Descriptions of Consumer Behavior24 2.1.2 Consumer Behavior Analysis24-25 2.1.3 Consumer Decision Process25-26 2.1.4 Consumer Behavior Model: Influencing Decision Process26 2.2 Chinese Consumer Behaviors26-32 2.3 Theory of Service Marketing mix 7P’s32-34 2.4 Related Research34-35 2.5 Summary35-36 Chapter 3 Research Methodology and Results Analysis36-52 3.1 Research Methodology36-37 3.1.1 Sample and Procedure36 3.1.2 Data Collection36-37 3.1.3 Data Completing and Data Analysis37 3.2 Results Analysis37-50 3.2.1 Respondents’ General Information38 3.2.2 Consumer Behavior38-39 3.2.3 Service Marketing Mix Factors Analysis39-42 3.2.4 Correlation Analysis between General Information and Consumerbehavior42-44 3.2.5 Comparison between respondents’ general information and servicemarketing mix factors44-50 3.3 Summary50-52 Chapter 4 Discussion and Suggestion52-60 4.1 Discussion52-56 4.1.1 Consumer behavior 6W 1H52-54 4.1.2 Service Marketing Mix 7P’s54-56 4.2 Suggestion56-59 4.2.1 Suggestions consumer behavior56-57 4.2.2 Suggestions 7 P’s of service marketing mix for spa in Thailand57-59 4.3 Recommendation for Further Research59 4.4 Summary59-60 Conclusion60-62 References62-65 Appendix A65-72 Appendix B72-84 Acknowledgements84-85 ，泰语论文范文，泰语论文范文 |
