SERVICE QUALITY FACTORS AFFECTING THE SUCCESS OF AESTHETIC CLINICS IN THAILAND

Sirin VICHAIRUANGTHUM; Pisamai JARUJITTIPANT; Nutpatsorn TANABORWORPANID

Authors

Sirin VICHAIRUANGTHUM Faculty of Business Administration, North Bangkok University, Pathum Thani, Thailand
Pisamai JARUJITTIPANT Faculty of Business Administration, North Bangkok University, Pathum Thani, Thailand
Nutpatsorn TANABORWORPANID Faculty of Business Administration, North Bangkok University, Pathum Thani, Thailand

Keywords:

Service Quality, Clinic Success, Aesthetic Clinics, Physical evidence, Empathy

Abstract

This study aimed to investigate the current state of service quality and the level of success of aesthetic clinics in Thailand, as well as to examine the service quality factors influencing clinic success. The sample comprised 364 representatives of aesthetic medical clinics across Thailand. Data were collected using a structured questionnaire, and the statistical techniques employed for data analysis included frequency, percentage, mean, standard deviation, and Multiple Regression Analysis (MRA).

The findings revealed that the overall level of service quality was rated at the highest level (Mean = 4.83, S.D. = 0.05), with all dimensions of service quality demonstrating similarly high ratings. In addition, the overall level of clinic success was also perceived at the highest level (Mean = 4.22, S.D. = 0.11). The results of the Multiple Regression Analysis indicated that physical evidence had a statistically significant positive effect on clinic success at the .001 level, whereas empathy exerted a statistically significant positive effect at the .05 level. Furthermore, the predictors influencing clinic success, ranked according to their standardized regression coefficients, were physical evidence (Beta = 0.212) and empathy (Beta = 0.121), respectively.

These findings underscore the critical role of service quality enhancement, particularly in the dimensions of physical evidence and empathy, as significant determinants of the success of aesthetic clinics in Thailand. Continuous improvement in these aspects, together with effective managerial practices and service innovation, is essential for strengthening long-term competitiveness, business sustainability, and service excellence within the aesthetic healthcare industry.