Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


An Assessment of Service Quality by Thai Sappaya Spa Customers: An Empirical Analysis

Author(s): Ekapon Sangsri, Chutima Ruanguttamanan, Komkrit Wongkhae

The Thai Sappaya Spa industry has become a major player in the holistic health service sector in Thailand. The purpose of the present research is to investigate the assessment service quality of Thai Sappaya Spa customers. The population consists of 610 customers attending Thai Sappaya Spa services, and who volunteered to participate in this research in Thailand. A questionnaire was used to collect data using convenient sampling techniques by online survey. Structural equation modeling was applied to analyze the data. The results indicate that the service quality of the Thai Sappaya Spa has a significant and direct influence on wellness values and customer satisfaction. Moreover, the service quality of a Thai Sappaya Spa has an indirect influence on intention to revisit through wellness values and customer satisfaction. In these findings, the information provided by this research can be used when designing marketing strategies to improve wellness value and customer satisfaction, both of which increase the intention to revisit spas of the Thai Sappaya Spa industry in Thailand.

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