he  development  and  design  of  this  study  utilized  quantitative  and  qualitative research techniques. There were 5 research objectives include: 1)  to study service problem, 2)  to  improve  providers  knowledge and skill, 3)  to  improve  the  setting  for  traditional  Thai  massage  services,  4)  to  compare  the  quality  of  services  before  and  after  improvement, and 5)  to  provide  guidelines  to  improve  the  quality  of  Thai  massage services. The  duration  of  implementation  was  January  through  to  June 2008.  Samples  were  derived  from  39  providers  and  350 customers.  The  research  instruments  were  questionnaire  regarding  customer  satisfaction, provider?s  knowledge  test  and  provider?s  skill  testing  form.  Data  analysis  was  done  by  using  percentage, mean, and  standard  deviation.
	The results found  that  the  level  of  provider?s  satisfaction  was  highest  and  that knowledge and skill  remained  the  major  concern.  A  strategic Thai massage training project (150 hrs)  was  thereby  developed. Improvement  of  setting  was  accomplished  by  visible  sign board highlighting  service  points, improvement  of  privacy  of  customer  by  curtaining  massage rooms,  and  the  inclusion  of  TV?s  in  all  single  massage  rooms. After  implementation,  the  quality  of  services  improved, mean  of  customer  satisfaction  score  increased  from  3.36  to 4.79, mean  of  provider?s  knowledge  score  increased  from 7.10  to  11.26, and  mean  of  provider?s skill  score  increased  from 4.56  to  7.38.
