Marketing Factors that Impact Consumers’ Decisions to Use Spa Services and the Assessment of Customer Perceptions of Service Quality in Spa Services in Bangkok

Abstract

This research aims 1) to study the marketing factors which affect consumers’ use of spa services and 2) to assess customer perceptions of service quality in spa services. Employing quantitative research approaches, data was collected from 396 spa users in Bangkok through the use of the accidental sampling method. The research findings revealed that all marketing factors i.e., product, price, place, and promotion had a high level of impact on consumers’ decision to use spa services. Additionally, it was found that reliability, responsiveness, and empathy were statistically significant in the evaluation of consumers’ satisfaction with their spa services. Therefore, spa practitioners should pay attention to all aspects of their marketing efforts and focus on developing their human resources so that their workers are skilled at offering a standard level of service.