Improving the Service Quality of Wellness Center: Case Study Wellness Center ABC in Hotel A at Phuket Province

Abstract

This research is to study for improving the service quality of Wellness Center ABC in hotel A at Phuket Province. The purpose of this research is to study the level of customer satisfaction on the service quality of Wellness Center ABC for increasing customer retention and improving service quality. SERVQUAL model is applied in the assessment of customer group of Wellness Center ABC’s customers at a total of 80 persons. Customers were collected by questionnaires after received a service. Data was analyzed with statistical software by using descriptive statics such as frequency, percentage, and mean. The result showed that the customers are satisfied of qualities of services in all aspects are high in the same direction of customer satisfaction to Wellness Center ABC. In this finding, the quality of tangibles services has strongest relationship with satisfaction, followed by empathy, reliability, assurance, and responsiveness of service, respectively. Recommendation from the research is the Wellness Center ABC should consider developing strategies to improve service standard in all aspects to increase the highest level of customers satisfaction, as well as Wellness Center should pay attention to monitor standard of service in all dimensions.