Other
https://doi.org/10.20867/thm.30.4.11
Understanding the relationship between service quality, service outcomes, and satisfaction in the spa industry
Sivanun Sivapitak
; Assistant Professor Dhurakij Pundit University, College of Innovative Business and Accountancy Bangkok, Thailand
Aswin Sangpikul
orcid.org/0000-0002-6574-6028
; Associate Professor, Dhurakij Pundit University, Faculty of Tourism and Hospitality Bangkok, Thailand
*
* Corresponding author.
Abstract
Purpose – In a spa setting, customers expect to receive service outcomes (feeling better of
well-being) after the service consumption. Service outcomes are important as they can affect
customer satisfaction and repeat consumption in the spa industry. However, there is a scarcity
of empirical studies to fully understand their relationships with service quality and customer
satisfaction in the spa context. This research, therefore, has an objective to investigate the
relationships between service quality, service outcomes, and satisfaction in the spa industry
by using Thailand setting.
Methodology/Design/Approach – Data were collected from 249 spa customers through a
convenience sampling. Path analysis and structural equation modelling analysis (SEM) were
used to test the relationship and the structural model.
Findings – The study found positive relationships between service quality, service outcomes,
and customer satisfaction. In particular, service outcomes were found to partially mediate the
relationship between service quality and satisfaction. Interestingly, the influence of service
outcomes (a mediator) on customer satisfaction was greater than service quality alone,
suggesting another determinant of customer satisfaction in the spa industry. It was also found
that service outcomes had a special feature because they were influenced by service quality,
meanwhile, they also affected customer satisfaction.
Originality of the research – This is the first empirical study to fully examine the relationships
between service quality, service outcomes, and satisfaction in the spa industry. The study makes
a significant contribution to the spa literature by verifying the special characteristics (roles) of
service outcomes and their relationship with service quality and customer satisfaction.
Keywords
spa, service quality, service outcomes, satisfaction
Hrčak ID:
322055
URI
Publication date:
5.11.2024.
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