Assessments Service Quality of The Thai Sappaya Spa Customer: An Empirical Analysis

Abstract

The purpose of this research is to examine how service quality of Thai Sappaya spa, which includes spa climate and physical environment, relax and wellness mental mind, excellence spa service supporters and providers, and spa flexible program, has an effect on wellness value and customer satisfaction Thus, wellness value and customer satisfaction has an effect on the intention to revisit. In addition, this research tests the impact of three antecedents (self-focused attention in spa, stress, and balance of health problems, and spa brand image) on the service quality of Thai Sappaya Spa. The model is empirically tested using data collected from an online survey of Thai Sappaya Spa customers located throughout Thailand, and using a questionnaire as an instrument. The statistics used for analyzing data were correlation analysis and Structural equation modeling.

The results of the study are described as follows. First, the result found that relaxed and wellness mental mind has a positive effect on wellness values and customer satisfaction. Moreover, excellent spa service supporters and providers have a positive effect on wellness values and customer satisfaction. Second, the findings show that customer satisfaction impacts intention to revisit. Third, the results indicate that self-focused attention in spa, stress, and balance of health problems, and spa brand image force partially antecedent the interaction between spa climate and physical environment, relax and wellness mental mind, excellent spa service supporter and provider, and spa flexible program. In addition, the study outcome shows that the model of the study fits and is consistent with the empirical results. The findings uniquely contribute to the research on service quality of Thai Sappaya Spa by providing the relationships among service quality of Thai Sappaya Spa, consequences, and its antecedents. Furthermore, the findings can help managers, particularly in the Thai Sappaya Spa business to understand how their business can increase wellness value, customer satisfaction over their intention to revisit.

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