A study of Thai woman and Bangkok dancing studios: barriers, and motivations to visit, satisfaction, and usage behaviors

This research aimed to understand Thai women’s motivations to visit, level of satisfaction, and usage behaviors with regard to dance studios in Bangkok.The first objective was to identify the factors that influence Thai women to participate in dancing in a studio class. The second was to determine the criteria and underlying factors that can be applied in a marketing strategy to add to the benefits of dance studios. To accomplish these goals, secondary research was conducted in order to gather the information related to dancing schools. Also, a qualitative method was used to obtain data through in-depth interviews with dance studio members and non-members. Following this, questionnaires were completed by 120 female respondents and collected. This quantitative data was analyzed by using SPSS and the results were summarized. The dancing exercise motivation factors in dance studios can be divided into five main reasons: 1) Physical, 2) Emotional, 3) Individual, 4) Health and 5) Social. Afterwards, using factor and cluster analysis, four segments were identified, namely 1) Health party dance, 2) Dance for fitness, 3) Dance for challenge and 4) Dance for life.Based on the results, the “Dance for challenge” segment, who exercise for fun and to challenge their abilities was found to be the largest group of participants. The study shows that they are highly concerned about both cleanliness and friendly teachers. The location of the studio also has a strong impact on them. Nevertheless, other elements of customer satisfaction, such as price, promotion, and the variety of courses can also be developed by the dance studios to enhance their service quality in order to satisfy these customers.