THE CAUSAL RELATIONSHIP OF SPA EXPERIENCE MANAGEMENT, SPA SERVICE QUALITY MANAGEMENT AND CUSTOMER SATISFACTION INFLUENCING ON CUSTOMER LOYALTY OF DAY SPAS IN BANGKOK, THAILAND

Abstract

This research attempts to propose and examine a theoretical conceptual model that investigates the causal relationships between spa experience management, spa service quality management influencing on spa customer satisfaction towards spa customer loyalty in the context of day spas established in Bangkok, Thailand. The research objectives are 1) Measuring the effectiveness level of spa experience management in day spas in Bangkok 2) Evaluating the level of spa service quality management provided by day spas in Bangkok among spa customers 3) Assessing the level of spa customers’ satisfaction toward day spas in Bangkok among spa customers 4) Appraising the level of spa customer loyalty toward day spas in Bangkok among spa customers and 5) Examining the causal relationships between spa experience management, spa service quality management, spa customer satisfaction, and spa customer loyalty among spa customers mediated by customer satisfaction toward day spas in Bangkok. This research focus on day spas established in Bangkok. In the spa industry, day spas represent the largest proportion of all kinds of spa business. Therefore, Bangkok where day spas have been heavily established would be the main location for data collection of this research.

Quantitative method research was adopted. Questionnaire was developed to serve as a research instrument to collect the required data from 400 Thai spa customer in Bangkok who have received at least once day spa treatment services from day spas located in Bangkok are treated as population of this research. Purposive sampling technique was used to distribute the questionnaires. Data were analyzed by descriptive statistics and inferential statistics structural equation modelling was adopted to investigate the causal relationships between the variables and if the empirical data fit the hypothesized structural model.

After the confirmatory factor analysis using SPSS AMOS was performed to measure overall goodness of fit of the measurement models of four constructs, including the hypothesized causal model. The model is confirmed by goodness of fit indices, which is shown in the following results: χ2/df=1.19, GFI=0.98, AGFI=0.95, CFI=0.99, RMSEA=0.022 and SRMR=0.011. Besides, the result of squared multiple correlation with regard to endogenous factors is .68, meaning that spa experience management, spa service quality management, and spa customer satisfaction can explain 68 percent of the variance in spa customer loyalty. Thus, three factors included in the model can predict spa customer loyalty toward day spas located in Bangkok.

The results revealed that spa experience management had direct effects on customer satisfaction and customer loyalty. Meanwhile, spa service quality exerted direct effects on customer satisfaction but not directly influencing customer loyalty. Besides, it was found that customer satisfaction played a mediating role in the relationships between spa experience management and customer loyalty and between spa service quality and customer loyalty.

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