THE MODEL FOR DEVELOPING CUSTOMER LOYALTY IN THE SPA AND MASSAGE BUSINESS AFTER THE SPREAD OF THE COVID-19 PANDEMIC

Abstract

The objectives of this research are as follows: 1) to study the relationship between customer satisfactions, service quality, service psychology, and customer loyalty in the Thai spa and health massage industry. 2) To develop a model for enhancing customer loyalty in the Thai spa and health massage industry. The research methodology used is qualitative research with a grounded theory approach. Data was collected through in-depth interviews using questions developed from existing theories and approved by qualified experts. The main data source was a group of Thai spa and health massage business operators, with a sample size of 20 people. The research findings revealed correlations between customer satisfaction, service quality, service psychology, and customer loyalty. It also identified factors contributing to success from both the government and the service industry itself. This research aims to develop a model for enhancing customer loyalty in the Thai spa and health massage industry, especially after the spread of COVID-19. Business operators in the spa and health massage industry need to prioritize the development of service quality, focusing on process improvement and the quality of their establishments. This should be followed by efforts to enhance customer satisfaction through building good relationships and trust. Supportive factors from government agencies and industry associations play a crucial role in driving success. The results obtained from developing the aforementioned model will lead to the cultivation of customer loyalty in terms of attitudes and behaviors. This, in turn, will result in repeat visits, recommendations to others, and the protection of the business's reputation.