The analysis of research works and customer reviews in wellness day spa business

Abstract

     Most spa studies are conducted based on a single or an individual topic. Their values may be limited only to the area/topic examined. If there is a study analyzing a number of related studies, it is likely to contribute greater knowledge to the business sector. This research article, therefore, has the following objectives: 1) to analyze day spa studies in Thailand by classifying them into appropriate topics; 2) to synthesize those studies to yield important knowledge for the day spa business; and 3) to analyze customer reviews regarding day spa’s service quality. This study uses TCI database and Google scholar to search for related studies while content and descriptive analyses are employed to analyze the data.

     According to the findings, the studies related to marketing strategy and management have the highest number of studies, followed by customers’ psychological studies, and customer behavior, respectively. For research synthesis, all studies can be grouped to contribute to four knowledge issues: 1) factors to choose spa establishments 2) service quality 3) marketing and 4) management. In relation to customer reviews regarding spa service quality, it’s found that the three major customer reviews are related to assurance, empathy, and reliability dimensions. Day spa entrepreneurs may apply the knowledge from this study to enhance its business performance.