the perception and behavior of thai office worker …

THE PERCEPTION AND BEHAVIOR OF THAI OFFICE

WORKER TOWARD THAI MASSAGE TREATMENTS

COMPARE WITH OTHERS FOR CURE

OFFICE SYNDROME

BY

MR. TEERAPAT CHIRUNDORN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

THE PERCEPTION AND BEHAVIOR OF THAI OFFICE

WORKER TOWARD THAI MASSAGE TREATMENTS

COMPARE WITH OTHERS FOR CURE

OFFICE SYNDROME

BY

MR. TEERAPAT CHIRUNDORN

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2014

COPYRIGHT OF THAMMASAT UNIVERSITY

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Independent Study Title THE PERCEPTION AND BEHAVIOR OF

THAI OFFICE WORKER TOWARD THAI

MASSAGE TREATMENTS COMPARE WITH

OTHERS FOR CURE OFFICE SYNDROME

Author MR. Teerapat Chirundorn

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor

Professor K. Douglas Hoffman, Ph.D.

Academic Years 2014

ABSTRACT

The purpose of this study is to examine attitude and how people evaluate for

each treatments and how much they spend on each treatment. Also their behavior and

lifestyle that may lead to the office syndrome. This study aims to figure out who

should be target market among Thai consumers, their behavior and the strategy to

attract this group of people. This study will be developed based on finding from both

secondary and primary data in fields of exploratory and descriptive research. The

survey data have been analyzed using SPSS (Frequency and Descriptive). In-depth

interview were conducted with 8 respondents in order to understand consumer’s

behavior and attitude toward office syndrome treatment to develop the questionnaire

survey. The total respondents of 120 were used to understand the consumer, in which

they were divided by the reason they choose office syndrome treatment. The research

found that people perceive Thai massage and Physiotherapy as the best therapy of

office syndrome. Also, Thai massage were perceived as a multi-purpose solution

beside from curing office syndrome. The most influence factor to respondents to

decide for their treatment was family and friend. This study will identify the group of

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users which are quality focus, image care and convenience concern. Types of users

are varied in terms of attitudes toward office syndrome treatment, which can be

analyzed through attitude statements.

Keywords: Office syndrome, treatment, Thai massage

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ACKNOWLEDGEMENTS

I, genuinely would like to thank my advisor, Professor K. Douglas Hoffman,

Ph.D. for giving me helpful advices and encourage me to complete this independent

study that I am interested. Also, a very useful guiding idea to develop my research

and study. I truly appreciate his contribution in both time and afford to make this

independent study become one of the best experiences in my life. Moreover, I would

like to thank my friends and office syndrome therapists who participated my in-depth

interview and my questionnaires. Lastly, I would like to extent my appreciation to

MIM Program, especially to Asst. Prof. Pannapachr Itthiopassagul, MIM Director for

giving me many opportunities to participate and all the staffs for their kind efforts and

assistance.

Mr. Teerapat Chirundorn

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TABLE OF CONTENTS

ABSTRACT (2)

ACKNOWLEDGEMENTS (4)

LIST OF TABLES (6)

LIST OF FIGURES (7)

CHAPTER 1 INTRODUCTION 1

CHAPTHER 2 CONTEMPORARY TOPIC DESCRIPTION 4

CHAPTER 3 RESEARCH DESIGN 7

3.1 Exploratory Research Method 7

3.2 Descriptive Research Method 9

CHAPTER 4 DATA ANALYSIS AND RESULTS 12

CHAPTER 5 SUMMARY AND CONCLUSIONS 24

REFERENCES 26

APPENDICES 27

Appendix A: Questionnaire 28

Appendix B: Lifestyle frequency 35

Appendix C: Cluster and Factor Analysis 37

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LIST OF TABLES

Tables Page

4.1: Influencer toward decide for office syndrome treatment 18

4.2: Preference toward features of office syndrome treatment 18

4.3 Factors of attitude statements 21

4.4 Detail of factors of attitude statements 21

4.5 The frequency of respondents used the office syndrome treatment 23

4.6 The frequency of respondents preferred for duration of treatment. 23

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LIST OF FIGURES

Figures Page

4.1 Age 13

4.2 Gender 13

4.3 Income 14

4.4 Occupation 14

4.5 Perception toward the performance of office syndrome treatment 15

4.6 Perception toward the others benefit of office syndrome treatment. 15

4.7 Perception toward price of office syndrome treatment. 16

4.8 Perception toward Thai massage treatment. 17

4.9 Value-based Segment 22

4.10 Area of pain 22

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CHAPTER 1

INTRODUCTION

Presently, behavior of officer in Thailand and also all over the world tend to

work within office7 hours a day. And also technology that make people spend time with

smartphones tablets and computer longer. These may occur with the person who spending

long period of time on work, high pressure tension and also wrong posture while working.

These all are the cause of office syndrome. From secondary research, found that 60% of

Thailand officer have a symptom of office syndrome and this number tend to increase

every years. Today, there are many treatments business that provide solution to cure office

syndrome for instance Thai massage, physiotherapy and acupuncture.

The office syndrome symptom cause by 3 major factors

1. Bone or knotty

2. Nerve

3. Muscle

Mostly of the office syndrome’s symptom are shows by having body pains and

aches, especially at the nape, shoulder, and back. The symptom can be only body’s aches;

however some of the patient also cannot move hands, always having numb which make

them cannot control their hands.

The cure of the office syndrome can be divided into 2 parts:

1. Cure at the cause of symptom: such as, operation and the medicine

2. Relieve the pain: such as body massage, give an injection, use of EMS (Electro

Muscular Stimulation) which also have many ways to relieve the pain

These are 4 major treatment for office syndrome in Thailand.

1. Acupuncture is a traditional Chinese treatment which will help to stimulate blood

flow and relax the muscle by insert needle directly into the trigger point.

2. Physiotherapy is science-based profession and cure the symptom by use electronic

to stimulate the muscle, heat and cold, and ultrasound wave.

3. Thai massage is a process of massage and manipulation by using hand apply firm

rhythmic pressure to relief the sticky muscle and tendon.

4. Medical doctor therapy is normally cure from the symptoms of patients by

medicine or operation.

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Since, Thai massage is a traditional treatment that very famous in Thailand, there

are many reports offered the study on this topic. One found that about 40% of Thai people

perceive Thai massage as for the stress relief and relaxation but only 20% perceive it as the

solution for muscle problem from the office syndrome. Thai massage is being perceived

mainly as for the purpose of relaxation not healing purpose, while other types of massage

treatments have been perceive more positively in the perspective of curing office syndrome

problem

This study is in field of a contemporary topic in applied marketing relates to health

opportunities for the purpose of to study lifestyle and behavior that lead to office

syndrome, attitude toward each treatment and process of choosing treatments to cure the

office syndrome. The result of this study could help Thai tradition massage therapy center

create marketing strategy and build sustainable competitive advantage to compete among

the competitive market.

Research Purpose and objectives.

This study is a contemporary topic in applied marketing relates to health

opportunities. The objectives are to study lifestyle and behavior that lead to office

syndrome, attitude toward each treatment and process of choosing treatments to cure the

office syndrome.

1. To analyze the market

What treatments for office syndrome already provide in Thailand.

The main features and characteristics of each treatments.

2. To clarify customers.

Study what customers’ perception of Thai massage toward treatment for

office syndrome with others treatments.

3. To figure out the opportunity and strategy for improvement

Who have potentials and how.

What are the influence factors to their perception? What consumer need?

Key purchasing factors.

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Research Framework

4

CHAPTER 2

REVIEW OF LITERATURE

2.1 Perception

According to Vanessa Cross, Demand Media (2014), perception created the

meaning to consumer mind when consumer makes initial contact to product, service or

brand. There are four main stages in perception process sensation, attention, interpretation

and retention.

Sensation

In sensation stage, perception was occurred immediate response to consumer from

external stimuli such as light, color, smell, taste, sound and texture.

Attention

When there were too much external stimulus, only selective stimulus was chosen in

this stage, attention, when consumer can only pay attention to messages that relevant with

their attitudes, beliefs and need.

Interpretation

After data has been received and organized, the memory was scanned to retrieve

previous experiences with the product, service or brand.

Retention

This is the very important process by storage the product or brand in short-term and

long-term memory in consumers’ mind. The ultimate goal of marketer is to provide

positive image and stimuli in the proceeding stages that translate into consumers keeping

the information about the product or brand into long-term memory

2.2 Buying Decision Process

Kotler, P. & Keller. K.L. (2013), the buying process: The Five Stage Model.

Marketing Management, 14th Edition, 188-195.

The Five Stage Model of buying decision process consist of

Problem Recognition

This is the initial stage of buying process, when the buyer recognizes problem or

was stimuli by internal or external need. If there is no need in the beginning, the consumer

will not purchase. So that is why this stage is the most important stage in the buying

decision process.

Information Searching

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There are two main levels of engagement in information searching. The first level,

heightened attention, person simply tends more accepted to information of the product,

service or brand. The latter level, the person becomes more active information search,

eager to seek for additional information to know more about the product.

Evaluation of Alternatives

The person will evaluate the vary choices that available to them after the

information collected. There are several processes, the person will use the information

previously collected to evaluate which choice has the most chance to satisfy them.

Purchase Decision

To respond the consumer’s need by evaluated the different solutions and product

provided. They will choose the product, service or brand that seems most suitable to their

needs. Then the actual purchase will be proceed.

Post purchase Behavior

After the product has been purchased and used, the person will avoid receiving

negative things about the product or service that they purchased. In contrast, they will keep

open for positive information.

2.3 Office syndrome

According to Thanarat Tubtimthai, 2012 “office syndrome” is the symptoms that

occurs with many people who work in office or sitting on the same place in long duration.

There are many symptoms of office syndrome such as nape, shoulder and back. The

symptom is mostly found in people aged between 16-24 years old as this group of people

spend over 6 hours per day sitting and working in front of computer. Improper sitting

posture and stress all contribute to office syndrome. In fact, the survey suggests that 60%

of office worker in Thailand currently suffers from office syndrome.

The symptoms of office syndrome tend to increase when the office work stayed in

the office or sitting at computer more than 6 hours per day. And it will decrease for who

didn’t work in the building. There are no clear factor that lead to office syndrome

symptoms. But several factors that cause to office syndrome were gender, age and

psychosocial factors. (Glas et al.,2008, p. 1297; Seppänen et al., 2004, pp. 102-115;

Norbäck, 2009, pp. 55-58). In Swedish patient of office syndrome found that symptoms

can become chronic and new exposure can lead to more harmful for patient

(Norbäck,2009, pp. 55-58). In a study done by Burge et al., office workers who has office

syndrome symptoms were asked about their symptoms. 57% reported lethargy, 46%

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reported irritations of the mucous membrane such as dry throat or stuffy nose, and 43%

reported headaches (Lyles et al., 1991, p. 67).

2.4 Thai massage

According to Busabong Jamroendararasame, 2008 Thai massage is a therapeutic

touch between massage provider and receiver that has a direct touch effect on body to help

relax muscle, relief the stress and improve blood flow. There are many different forms of

Thai massage on offer today. Some are traditional favorites whilst others are fusions.

Currently, there are quite a number of massage training methods. Therefore, the Institute of

Thai Traditional Medicine collects knowledge of Thai massage and formulates the official

rules of conduct. Afterward develops a comprehensive up-to-date study program of

traditional Thai massage to provide career opportunity, to reach professional level and to

meet standard of therapy.

According to Suchavalee Suthikanung, 2002 The factors that influenced the criteria

for treat with Thai massage in Chiangmai is mainly on service provider, image and

location. The main purpose was for relax the tress. The respondent concerned image of

Thai massage therapy centers in Thailand. There were many illegal business using Thai

massage business as front cover.

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Both exploratory and descriptive researches will be used to collect relevant data

which responses to the objectives of study.

1. Exploratory research.

1.1 Secondary sources

To understand the office syndrome treatment industry and achieve the objectives as

mentioned. Secondary data will be collected from academic journals, the internet (from

various website) and reference books for the following topics

- Office syndrome symptoms.

- Type of therapy, what are the details of each therapy.

- The reviews from users that were feedbacks from each therapy.

1.2 Primary source

In-depth interview were conducted aiming to understand in general about lifestyle,

habit, preference and opinion for office syndrome treatments, behavior on decide process

since how they find the information, who are their influencers and also what is the

perception of each office syndrome therapy.

The respondents and objectives are as following:

1.2.1 Therapist – therapist from each type of therapy for office syndrome

Objective

1.2.1.1 To identify what is the main symptoms characteristic of patients for each

treatments.

1.2.1.2 Clarify the process of treatments, how long for the treatment process and

how does it works for curing the office syndrome.

1.2.1.3 Price and value that provide to their customers.

1.2.1.4 To figure out what should be new key message to promote to convince

customers for Thai massage treatment.

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Questions sample:

Q1What is the most symptom of office syndrome that customers want to cure?

Q2What are the characteristics of your customers? How often they come to treat?

What is the average price that they pay per one treatment?

Q3Do you think will it work if Thai massage service promote that they is the one of

treatment that can cure Office syndrome well.

1.2.2 Office syndrome patients

Objective

1.2.2.1 explore their lifestyle, behavior on decide process since how they find the

information, who are their influencers

1.2.2.2 The perception of each office syndrome therapy.

1.2.2.3 Attitudes, Motivation and Perception towards each treatments

Questions sample:

Q1What is your occupation?

Type of work

Does work involve with computer

How long that spending with computer

Surrounding of working place

Q2 Please briefly tell me about your lifestyle.

Activity in beside office time. Ex. Exercise, relax etc.

Which treatments that chosen for cure office syndrome.

How often for office syndrome treatment.

Q3Beside the type of treatment, is any others factors that impact to decision

process?

Q4Do you think Thai massage is match with “Office syndrome treatment”? Why,

Why not?

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2. Descriptive research

Closed-end question will be only used in this questionnaires. The duration of this

questionnaires will take time around 10-15 minutes. The data that collected from survey

will be screen in data preparation process, edited to correct the form and coding to SPSS

program. And then analyze data with descriptive statistics (frequency, descriptive, explore,

crosstabs), compare means, classify and dimension reduction to answer the objective of

this study. The objective of quantitative will be stated below.

Objective

To analyze the segmentation of office syndrome patients in Bangkok by factors of

behavior, demographic and psychographic toward office syndrome treatment.

To identify key influencer factors in decision process for treatments.

To determine factors that cause to perception to Thai massage and office syndrome.

To identify the difference between each treatments of office syndrome.

To figure the opportunity and strategy for Thai massage to set new positioning to

office syndrome treatment.

Data Collection

1. Qualitative Research: The In-depth Interview

Conduct face-to-face interview with each respondent.

The in-depth interview participants have been recruited who live in Bangkok area

which diversify of education, occupation, demographic, income and social status.

The conduct of in-depth interview has been based on one-to-one interview at a

place where conveniently for interviewee ex. The workplace of interviewee who

are office syndrome therapist.

The interview duration take 20-30 minutes per one respondent.

2. Quantitative Research: The Market Survey

The questionnaire will be distributed by using the convenience sampling methods

both on-line and off-line approach.

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The questionnaires will done by both online survey via Google survey and off-line

survey by approach customer who use service in hospital, physical clinic and Thai

tradition massage therapy center.

The respondents will be selected by the screening questions to investigate target

respondents before answering the survey questionnaire.

The qualifications are

1. Use one of 4 treatment (Acupuncture, Physiotherapy, Thai massage, Medical

doctor therapy) past no longer than 6 months.

2. Live or work in Bangkok area.

3. 22- 60 years old and work in office, building or have to work with computer

more than 4 hours per day.

4. The questionnaire will be set with 120 data sets.

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3.2 Timeline and scope

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

1Explore and study secondary

data from internet, journals

2

List questions for exploratory

research by in depth interview

with therapists and patients

3 Face-to-face interview

4 Data analysis

5 Create pivot questionaire

6 Test pivot questionaire

7Final questionaire and spread

the survey via online and off

8 Submit progress report 1

9 Collect data

10 Data analysis

11 Data interpretation

12 Summary

13 Submit progress report 2

14 Report writing

15 Review and finalize

16Submit initial comprehensive

report

ActivitiesNovember December January February March April

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Key findings from exploratory research.

4.1.1 In-depth Interview

3 in-depth interviews were conducted on target respondents who used office

office syndrome treatment within 1 year and also worked in office or worked with

computer more than 6 hours per day. And 4 in-depth interview were conducted with

office syndrome therapist in 4 different types of treatments Thai massage,

acupuncture, physiology and medical treatment.

The result from patients

All of interviewees were officer worker who work in office and have to sit in

the same place work with their computer more than 6 hours a day. They usually

exercise. They had pain on their neck, shoulder, back, leg and hand. Cost of the office

syndrome therapy that they paid was about 300-800 baht per time. They prefer many

kind of therapies such as Thai massage, acupuncture and physiology. Some of

them used to use special type of Thai massage treatment. And they felt that this kind

of treatment has more performance than original Thai massage. All of them did not

concern about how to take care themselves from the pain but only find how to cure

the pain instead.

The result from therapists

Most of patients were an office worker who ages between 25-60 years old.

Men were more likely to use therapy more than woman in every kind of treatment.

The area of pain is vary such as head, nape, neck, shoulder, back etc. The duration of

treatment is around 60-120 minutes.

The result from Thai massage therapist

Thai massage have many health benefits such as relax the muscle, relieve the

stress more over Thai massage also can readjustment of skeletal structure. Mostly,

patients came with pain at back and shoulder. They were also like foot massage to

help their blood flow. If the patient felt good with the therapist because they felt better

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about the pain. Next time the patient will come back and request for the previous

therapist.

4.2 Key findings from descriptive research.

4.2.1 Questionnaire Survey

After collected online questionnaires, the data were imported to SPSS, the

program for statistical analysis. There are 120 set of information from 120

respondents. The keys findings and interpretation of the analysis are as follow.

Demographic characteristic

Gender and age

Figure 4.1: Age Figure 4.2: Gender

There are 47 respondents of male (39%) and 73 of female (61%) in this study.

Respondents of 120 were divided to 3 groups of age range. The biggest group was 28-

32 years old with 65 respondents or 54% follow by 23-27 and 33 years old and above

with 39 respondents or 33% and 16 respondents or 13% respectively.

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Income and occupation

Figure 4.3: Income

Figure 4.4: Occupation

Respondents were separated by occupation 5 groups. Employee was the

biggest group with 64% due to the study of this research that focus on people who

work in office. Follow by officer, business owner, unemployed and master degree

student with 19%, 10%, 5% and 2% respectively.

Income factors were divided respondents into 5 groups eithers. The biggest

group was income 30,000- 45,000 baht per month with 35%. Follow by more than

60,000 baht, 15,000- 30,000 baht, 45,000-60,000 baht and below 15,000 baht with

26%, 22%, 12% and 5% respectively.

Objective 1: To Identify consumer perception.

Perception toward each office syndrome treatment

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Figure 4.5: Perception toward the performance of office syndrome treatment

As detail in Figure 4.5,The results from One-sample statistics analysis showed

that when consumers are considering to each treatments’ performance to cure office

syndrome. The first treatment is physiologist with mean of 3.89 score. Follow by Thai

massage, Medical doctor, Acupuncture with mean 3.88, 3.46 and 3.38 respectively.

Figure 4.6: Perception toward the others benefit of office syndrome treatment.

As detail in Figure 4.6, the results from One-sample statistics analysis showed

that when consumers are considering to each treatments’ others benefits beside of

office syndrome curing. The first treatment is Thai massage with mean of 3.94 score.

Follow by acupuncture, physiologist and medical doctor with mean 3.77, 3.65 and

3.50 respectively.

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Pricing

Figure 4.7: Perception toward price of office syndrome treatment.

As detail in figure 4.7, The results from frequency analysis, medical doctor

treatment, showed that 30% of them prefers to pay 401-500 baht, 26% prefers to pay

501-600 baht and 13% prefer to pay over 800 baht. Follow by 11%, 9%, 6% and 6%

which are 301-400 baht, below 300 baht, 601-700 baht and 701-800 baht respectively.

While Thai massage have the most 47% prefer to pay 401-500 baht, 29%

prefer to pay 301-400 baht, 15% prefer to pay below 300 baht, 8% prefer to pay 501-

600 baht and only 1 % prefer to pay 601- 700 baht.

The most 36% of respondents prefer to pay 401-500 baht for physiologist

treatment. While 23% prefer to pay 501- 600 baht, 16% prefer to pay 301-400 baht

and 12% prefer to pay over 800 baht. Follow by 7%, 5% and 3% which prefer to pay

below 300 baht, 701-800 baht and 601-700 baht.

And the last one is Acupuncture, 30% of respondents prefer to pay 401-500

baht, 20% prefers to pay 301-400 baht, 19% prefer to pay 501-600 baht, 13% prefer to

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pay below 300 baht, 10% prefer to pay over 800 baht, 6% prefer to pay 701-800 baht

and 3% prefer to pay 601-700 baht.

Perception toward Thai massage

Figure 4.8: Perception toward Thai massage treatment.

As detail in Figure 4.8, The results from One-sample statistics analysis

showed that when consumers are considering to Thai massage performance in 3 scope

for relaxing, for cure office syndrome and performance of special type of Thai

massage that focus for cure office syndrome. The respondent respectively agree with

the following items; I think Thai massage is for relax my stress from work the highest

mean score (x̄ = 4.24), followed by the items: I think Thai massage program that

focus for cure office syndrome has good performance (x̄ = 4.09). And the item: I think

Thai massage can cure office syndrome symptoms with good performance, with the

lowest mean score (x̄ = 3.72).

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Objective 2: To identify marketing factors that have an effect on their

purchasing decision.

Factors Frequency Percent

Family &

Friend 83 69%

Convenience 36 30%

Social media 42 35%

Outdoor Ad 10 8%

Table 4.1: Influencer toward decide for office syndrome treatment

As the details in table 4.1, majority of respondents choose the office syndrome

treatment by family or friends, accounting for 69%. Followed by the social media,

area of therapist center near their place and outdoor advertising, accounting for 35%,

30% and 8% respectively.

Strongly

disagree Disagree Neutral Agree

Strongly

agree Mean

Service analyze 1.7% 0.0% 7.5% 43.3% 47.5% 4.35

After treatment 0.0% 1.7% 9.2% 42.5% 46.7% 4.34

Clothing 3.3% 0.0% 60.8% 33.3% 2.5% 3.32

Men provider 0.0% 6.7% 23.3% 51.7% 18.3% 3.82

Surrounding 1.7% 0.0% 8.3% 70.8% 19.2% 4.06

Surrounding

info 1.7% 0.0% 22.5% 65.0% 10.8% 3.83

Parking 1.7% 0.0% 19.2% 48.3% 30.8% 4.07

Location 1.7% 5.8% 18.3% 60.0% 14.2% 3.79

Ten free one 0.0% 8.3% 35.8% 40.8% 15.0% 3.63

Discount 0.0% 4.2% 22.5% 43.3% 30.0% 3.99

Table 4.2: Preference toward features of office syndrome treatment.

As detail in table 4.2, the results from One-sample statistics analysis showed

that when consumers are considering to statement of office syndrome treatment.

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Statement 1 “I prefer service provider that told me about my condition”

For this statement, approximately 48% stated that they were strongly agree.

43.3% of total respondents answer agree. Only 1.7% answered strongly disagree. And

7.5% felt neutral. The mean score for this statement was 4.35 (x̄ = 4.35)

Statement 2 “I prefer service provider that can explain how to take care myself after

treatment”

The majority of participants, which was approximately 90%, answered both

strongly agree and agree. 9% of participants felt neutral and only 1.7% answered that

they were disagree. The mean score for this statement was 4.34 (x̄ = 4.34)

Statement 3 “I prefer service provider that clothing like doctor”

61% of respondents felt neutral for this statement. 33.3% and 2.5% answered

agree and strongly agree respectively. About 3.3% felt strongly disagree. The mean

score for this statement was 3.32 (x̄ = 3.32)

Statement 4 “I prefer quality of service provider even if he is a guy.”

The most 51.7% answered agree for this statement and 18.3% strongly agree.

While 6.7% of respondents disagree. 23.3% felt neutral. The mean score for this

statement was 3.82 (x̄ = 3.82)

Statement 5 “I think quality of service surrounding is important”


strongly agree and agree. 8.3% of participants felt neutral and only 1.7% answered

that they were strongly disagree. The mean score for this statement was 4.06 (x̄ =

4.06)

Statement 6 “I prefer service’s surrounding decorate by technical or information of

curing office syndrome and others symptoms that can cure by that treatment”

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Most of participants (65%) felt agree towards this statement. 10.8%, 22.5%

and 1.7% felt strongly agree, neutral and strongly disagree for this statement. The

mean score for this statement was 3.83 (x̄ = 3.83)

Statement 7 “I prefer car park space availability”

For this reason, approximately 48% stated that they agree. 30.8% of total

respondents also answered strongly agree. 19.2% felt neutral. And 1.7% strongly

disagree with this statement. The mean score for this statement was 4.07 (x̄ = 4.07)

Statement 8 “I think I prefer treatment center’s convenience is very important”

For this statement, 60% of total respondent stated that they agree. Also 14.2%

strongly agreed. 18.3% of respondents felt neutral. 5.8% and 1.7% disagreed and

strongly disagreed respectively. The mean score for this statement was 3.79 (x̄ = 3.79)

Statement 9 “I prefer promotion buy 10 get 1 free”

40.8% of respondent agreed with this statement. 35.8% felt neutral. 15%

strongly agreed that they prefer car park for their cars. And 8.3% answered that they

disagreed. The mean score for this statement was 3.63 (x̄ = 3.63)

Statement 10 “I prefer discount promotion in special period”


“strongly agree” and “agree”. 22.5% felt neutral. About 4% stated that they disagree

with this statement. The mean score for this statement was 3.99 (x̄ = 3.99)

Objective 3: To figure out the opportunity and strategy for improvement

Factor Analysis

In order to uncover the underlying structure of the data obtained, factor

analysis was first run on important attributes office syndrome treatment that

customers’ value. The resulting analysis was shown that the original 10 attributes can

be grouped into 4 key factors: quality, image, convenience and promotion.

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Factors Attitude Statements

Quality

I prefer service provider that told me about my condition

I prefer service provider that can explain how to take care

myself after treatment

Image I prefer service provider that clothing like doctor

I think quality of service surrounding is important

Convenience

I prefer quality of service provider even if he is a guy

I prefer car park space availability

I think I prefer treatment center’s convenience is very important

Promotion I prefer promotion buy 10 get 1 free

I prefer discount promotion in special period

Table 4.3: Factors of attitude statements.

Table 4.4: Detail of factors of attitude statements

The factors that were provided in the table above will be used to analyze the

attitudes of groups of respondents in further step.

Cluster Analysis

In order to define segments in the market, two-step cluster analysis was run to

group people based on 4 valued factors previously obtained. As a result, the total of 3

different segments was derived; each clearly manifests its distinct value from one

another.

1 2 3 4

ServiceProvideanalyze .506

ProviderAfter .580

Clothing .761

Menprovider .444

Servicesurrounding .549

Surroundinginfo

Parking .441

Location .421

Tenfreeone .557

Discount .566

Component Score Coefficient Matrix

Component

22

Figure 4.9: Value-based Segment

As seen in figure 4.9: Value-based Segment, segment one focused on quality.

Segment two clearly indicated its value on image while segment three paid most of its

attention on convenience.

Figure 4.10: Area of pain

From frequency analysis, most of respondents have an area of pain of office

syndrome at shoulder with 108 respondent. Then, neck is the second area that most

respondents have a problem with 64 respondents. And the third is back pain with 52

respondents. Follow by head, arm & hand and leg with 27, 21 and 18 respondents

respectively.

23

How often do you use office

syndrome treatment? Frequency Percent

1 time per year 17 14.2

2-6 times per year 57 47.5

7-12 times per year 31 25.8

More than 12 times per year 15 12.5

Table 4.5: The frequency of respondents used the office syndrome treatment

Majority of the respondents were using the office syndrome treatment 2-6

times per year as shown by 47.5% of participant. Approximately 26% using office

syndrome treatment 7-12 times per years or 1 time per month. 12% of respondent

need for the treatment more than 12 times per year.

Duration of office syndrome treatment Frequency Percent

Below 30 mins 2 1.7

31-60 mins 17 14.2

61-90 mins 42 35

91-120 mins 43 35.8

121-150 mins 12 10

151-180 mins 2 1.7

Above 180 mins 2 1.7

Table 4.6: The frequency of respondents preferred for duration of treatment.

Majority of the respondents, 35.8%, preferred the duration of office syndrome

treatment for 91-120 minutes. 35% preferred 61-90 minutes for treatment.

Respondents prefer the duration of 31-60 minutes and 121-150 minutes for 14.2% and

10% respectively. Both 151-180 minutes and above 180 minutes were answered by

1.7% of respondents. Only 1.7% prefer the duration of treatment below 30 minutes.

24

CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

The first objective of the study is to analyze the overview of office syndrome

treatment industry in Thailand. By achieving the objective, the secondary research are

required. The result of secondary research stated that there were 4 major office

syndrome treatments in Thailand (Thai massage, Acupuncture, Physiologist and

Medical treatment). Medical treatment was the highest price (500-1,500 baht per

time)

Thai massage were widely famous and high availability. By touching,

pressing, and stretching body, Thai massage helped to relax stress and muscle,

circulatory system improvement and relax patient mind. The price range of Thai

massage was about 200- 800 baht.

Acupuncture, Chinese’s traditional methods of treatment, mainly used needle

to purportedly stimulate certain points on the body. There were many acupuncture

clinics in Bangkok and also in hospital. The average price of acupuncture for office

syndrome was 300-1,000 baht per time.

Physiotherapy is a science-based profession and takes a ‘whole person’

approach to health and wellbeing. Physiotherapy helps with back pain or sudden

injury, managing long-term medical condition such as asthma. The mean of the

treatment price is between 500-1,500 baht.

Medical treatment is the curing based on medicine or operation by doctor.

Patients usually go to private clinic or hospital to get treatment. The price of medical

treatment depends on each clinic or hospital in range of 800 – 2,000 baht.

The second objective is to research and clarify perception and behavior of

Thai office worker. And also classify segmentation of respondents by value of

attitudes. To achieve this objective, both of exploratory and descriptive researches are

required. The in-depth interview was conducted for explore about perception and

behavior from both patients and therapies from 4 kinds of office syndrome treatments.

After finishing design and distributing the questionnaires of 120 respondents, the data

25

were imported to SPSS program to analyze for frequency, descriptive, factors and

cluster analysis.

The key findings are presented by classification of each variable. The first

variable was perception. After analyzed physiologist and Thai massage are being

perceived as the best treatment for office syndrome. From mean of 3.94 (from five

scale measurement), Thai massage is the best treatment that also has others benefits

beside from curing office syndrome. Medical treatment and acupuncture are being

perceive about price more than 400 baht accounted for 80% and 65% respectively.

While the majority, 47% perceived that Thai massage’s price is at 401-500 baht.

Therefore, it can be assumed Thai massage has opportunity to promote as one of the

best treatment for office syndrome, more over Thai massage also relief the stress and

relax mind for office worker. There are 3 groups found from factors and cluster

analysis quality focus, image care and convenience concern.

The last objective is to figure out opportunity and strategy for improvement.

The most factor influence for participants to decide for office syndrome treatment is

family and friends (69% of respondents). And the most area of pain that respondents

is having a problem with is shoulder 108 from 120 respondents. The duration of

treatment that respondents preferred most is 60-120 minutes. The special program of

Thai massage that focus for cure office syndrome perceived that special program of

Thai massage that focus for cure office syndrome has good performance comparing to

original Thai massage.

26

REFERENCES

A Survey on the Workload Evaluation Methods and Their Applications to WMSD

Work in Industries. (2010). Journal of the Ergonomics Society of Korea, 435-444.

Retrieved December 5, 2014

Acupuncture: Facts on Benefits and Conditions It May Help. (n.d.). Retrieved

December 12, 2014, from http://www.medicinenet.com/acupuncture/article.htm

Acupuncture treatment for pain: Systematic review of randomised clinical trials with

acupuncture, placebo acupuncture, and no acupuncture groups. Madsen MV,

Gøtzsche PC, Hróbjartsson A. BMJ 2009;338:a3115. (n.d.). The Spine Journal, 567-

567.

Hagberg, M., Violante, F., Bonfiglioli, R., Descatha, A., Gold, J., Evanoff, B., &

Sluiter, J. (n.d.). Prevention of musculoskeletal disorders in workers: Classification

and health surveillance – statements of the Scientific Committee on Musculoskeletal

Disorders of the International Commission on Occupational Health. <i>BMC

Musculoskeletal Disorders,</i> 109-109.

Kumar, S. (n.d.). ‘Usual’ physiotherapy is more effective than brief physiotherapy for

neck pain. Australian Journal of Physiotherapy, 55-55.

Sundelin, G. (n.d.). Behavioural medicine in healthcare and in

physiotherapy. Advances in Physiotherapy, 1-1

27

APPENDICES

28

APPENDIX A

QUESTIONS SURVEY

Screening Question

1. Do you work in office or work with computer more than 4 hours a day?

Yes………………………………………………...……(1)

No………………………………………………………(2) End of survey.

2. Do you work or live in Bangkok area?

a. Yes………………………………………………………(1)

b. No……………………………………………………….(2) End of survey.

3. Do you used any office syndrome therapy service within past 6 months?

Yes………………………………………………………(1)

No……………………………………………………….(2) End of survey.

4. Which kind of treatments you ever used.(you can choose more than 1 answer)

Acupuncture...……………………………………………………………(1)

Physiotherapy…………………………………………………………….(2)

Thai massage..……………………………………………………………(3)

Medical doctor treatment……………………………………………..….(4)

29

1. How many hours you use electronic device (computer, mobile phone or tablet) per

days?

2. Please rank your favorite office syndrome treatments which the best healer

treatment? (Rank 1-5 from most favorable treatment)

3. How often you use office syndrome treatment?

4. Please rank which treatment that you prefer to pay highest price.

1-2 hours 1

3-4 hours 2

4-6 hours 3

More than 6 hours 4

Physiological

Thai Massage

Acupuncture

Medical doctor

Others……………………………………………………

1 time / years 1

2-11 times / years 2

1 time / month 3

2-4 times / month 4

More than 4 times / month 5

Physiological

Thai Massage

Acupuncture

Medical doctor

Others……………………………………………………

30

5. How much do you prefer to pay on office syndrome treatment per time (2 hours

service)?

6. How long of treatment that you prefer most

7. How much do you agree with the following statement about office syndrome

treatment? Please indicate your answer using the 5-point scale which 01 = strongly

disagree, 05 = strongly agree (Single answer in each sub- question)

300 baht or below 1

301- 400 baht 2

401-500 baht 3

501-600 baht 4

601-700 baht 5

701-800 baht 6

More than 800 baht 7

30 minutes

31-60 minutes

61-90 minutes

91-120 minutes

121-150 minutes

151-180 minutes

181 minutes or above

Strongly


Strongly

agree

Acupuncture can cure office

syndrome

1 2 3 4 5

Acupuncture has additional

benefits moreover cure office

syndrome.

1 2 3 4 5

Thai massage can cure office

syndrome

1 2 3 4 5

Thai massage has additional 1 2 3 4 5

31

8. How much do you agree with the following statement about element of office

syndrome treatment? Please indicate your answer using the 5-point scale which 01

= strongly disagree, 05 = strongly agree (Single answer in each sub- question)


syndrome.

Physiologist can cure office

syndrome

1 2 3 4 5

Physiologist has additional


syndrome.

1 2 3 4 5

Medical doctor can cure office

syndrome

1 2 3 4 5

Medical doctor has additional


syndrome.

1 2 3 4 5

Strongly


Strongly

agree

Product & Service

I prefer service provider that

told me about my condition.

1 2 3 4 5

I prefer service provider that can

explain how to take care myself

after treatment.

1 2 3 4 5

I prefer service provider that can

explain how Thai massage can

cure office syndrome.

1 2 3 4 5

I prefer service provider that

wear doctor look.

1 2 3 4 5

I prefer quality of service

provider even if he is a guy.

1 2 3 4 5

Place

32

9. How much do you agree with the following statement about Thai massage

treatment? Please indicate your answer using the 5-point scale which 01 = strongly

disagree, 05 = strongly agree (Single answer in each sub- question)

I think quality of service

surrounding is important

1 2 3 4 5

I prefer service’s surrounding

decorate by technical or

information of curing office

syndrome and others symptoms

that can cure by that treatment.

1

2

3

4

5

I prefer quiet surrounding while

therapy treatment.

1 2 3 4 5

I prefer car park space. 1 2 3 4 5

I think I prefer treatment center

convenience

1 2 3 4 5

I think I prefer quality of

treatment even if there are other

closer to my place

1 2 3 4 5

I think quality of service

provider is important

1 2 3 4 5

Promotion

Free trial for 1 hour 1 2 3 4 5

Buy 10 get 1 for free 1 2 3 4 5

20% discount 1 2 3 4 5

Strongly


Strongly

agree

I think Thai massage is for relax

my stress from work.

1 2 3 4 5

I think Thai massage can cure

office syndrome symptoms.

1 2 3 4 5

I think only specific type of 1 2 3 4 5

33

10. How many hours you use electronic device (computer, mobile phone or tablet)?

11. How much do you agree with the following statement about your behavior? Please

indicate your answer using the 5-point scale which 01 = strongly disagree, 05 =

strongly agree (Single answer in each sub- question)

12. Gender (Single answer)

13. ege (Please specify)...............…………years

Thai massage can cure office

syndrome.

1-2 hours 1

3-4 hours 2

4-6 hours 3

More than 6 hours 4

Strongly


Strongly

agree

I love to exercise every day. 1 2 3 4 5

I like to eat healthy food.

(Vegetable, fruit, etc.)

1 2 3 4 5

I enjoy night life. 1 2 3 4 5

I like to stay at home on

weekend.

1 2 3 4 5

I like to go to department store

on weekend.

1 2 3 4 5

Male 1

Female 2

34

14. Occupation (Single answer)

16. Personal income per month (Single answer)

Private company employee 1

Government employee 2

Business owner 3

Specific professions (Doctor, engineer) 4

Contracts work 5

House-spouse 6

Unemployed 7

Student 8

Retirement 9

Freelance 10

Others (Please spacify)................................... 11

Less than 15,000 THB 1

15,000 – 25,000 THB 2

25,001 – 35,000 THB 3

35,001 – 45,000 THB 4

45,001 – 55,000 THB 5

55,001 – 65,000 THB 6

65,001 - 75,000 THB 7

75,001 - 85,000 THB 8

85,001 - 95,000 THB 9

More than 95,001 10

35

APPENDIX B

LIFESTLYE FREQUENCY

Gadget spending time

Frequency Percent Valid Percent Cumulative

Percent

Valid

3-4 hours 6 5.0 5.0 5.0

5-6 hours 17 14.2 14.2 19.2

More than 6 hours 97 80.8 80.8 100.0

Total 120 100.0 100.0

I love to exercise every day


Percent

Valid

Strongly disagree 19 15.8 15.8 15.8

Disagree 13 10.8 10.8 26.7

Neutral 27 22.5 22.5 49.2

Agree 42 35.0 35.0 84.2

Strongly agree 19 15.8 15.8 100.0

Total 120 100.0 100.0

I like to eat healthy food.


Percent

Valid


Disagree 3 2.5 2.5 5.8

Neutral 60 50.0 50.0 55.8

Agree 35 29.2 29.2 85.0

Strongly agree 18 15.0 15.0 100.0

Total 120 100.0 100.0

36

I enjoy night life.


Percent

Valid


Disagree 22 18.3 18.3 59.2

Neutral 27 22.5 22.5 81.7

Agree 22 18.3 18.3 100.0

Total 120 100.0 100.0

I like to stay at home on weekend.


Percent

Valid


Disagree 4 3.3 3.3 5.0

Neutral 35 29.2 29.2 34.2

Agree 63 52.5 52.5 86.7

Strongly agree 16 13.3 13.3 100.0

Total 120 100.0 100.0

I like to go to department store on weekend.


Percent

Valid


Disagree 11 9.2 9.2 14.2

Neutral 51 42.5 42.5 56.7

Agree 43 35.8 35.8 92.5

Strongly agree 9 7.5 7.5 100.0

Total 120 100.0 100.0

37

APPENDIX C

FACTOR AND CLUSTER ANALYSIS

Factor analysis

Total Variance Explained

Comp

onent

Initial Eigenvalues Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulati

ve %

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulati

ve %

1 3.999 39.990 39.990 3.999 39.990 39.990 2.579 25.789 25.789

2 1.453 14.526 54.515 1.453 14.526 54.515 2.056 20.561 46.350

3 1.136 11.360 65.875 1.136 11.360 65.875 1.653 16.529 62.879

4 1.039 10.390 76.265 1.039 10.390 76.265 1.339 13.387 76.265

5 .699 6.985 83.251

6 .577 5.768 89.019

7 .399 3.986 93.005

8 .336 3.358 96.363

9 .259 2.589 98.952

10 .105 1.048 100.000

Extraction Method: Principal Component Analysis.

Cluster analysis

Initial Cluster Centers

Cluster

1 2 3

REGR factor score 1 for

analysis 1

0.54463 0.43385 0.25343


analysis 1

0.21892 1.12343 0.07313


analysis 1

-0.11882 0.22143 0.68921


analysis 1

0.16286 -0.2600 0.12123

38

BIOGRAPHY

Name Mr. Teerapat Chirundorn

Date of Birth January 9th, 1987

Educational Attainment

2009: Bachelor Degree in Business

Administration, Faculty of Commerce and

Accountancy, Thammasat University

Work Experiences 2009-2010: Marketing Executive

Boonrawd Tradind.

the perception and behavior of thai office worker …

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