SILPAKORN UNIVERSITY JOURNAL OF SOCIAL SCIENCES, HUMANITIES, AND ARTS, Vol 14, No 1 (2014)

Application of Service Quality: A Guideline of Developing the Service Quality Delivery for Spa Service

Anan Chieochankitkan, Kassara Sukpatch






Abstract


Service quality is a notion urging great awareness and debate for managers and researchers as its severe effect on service performance (Parasuraman et al., 1985; Lewis & Mitchell, 1990). The spa service is another business involving service quality and identified as treatments for rest and beauty treatments to wellness therapies (Department of Trade Negotiation, 2011). The purpose of this research is to 1) to explore the determinants that involve service quality 2) to study the related research and to propose the relationship between the determinants found and 3) to suggest the guidelines to enhance the quality service delivery for spa service. The results found were as follows 1) there were five determinants; service quality, service value, service encounter, customer satisfaction and behavioral intentions 2) evidences showed many related research about the involvement; service quality, service value and service encounter have an effect on customer satisfaction, service quality has an effect on service value, customer satisfaction have an effect on behavioral intentions and 3) suggested guidelines for developing the quality service delivery for spa service produced from concept of service quality were proposed. The method of this study employed a documentary research carrying out literature reviews and content analyses from secondary data.

Key Words: Service quality; Service value; Service encounter; Customer satisfaction; Behavioral intentions; Spa Service

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