Influence of Marketing Strategies, Perceived Product and Service Quality, Image, Perceived Value, and Customer Satisfaction on the Loyalty of Spa Service Toward Users in Bangkok Metropolitan Area

Abstract

            The spa industry in the Bangkok metropolitan area plays a pivotal role in supporting and driving Thailand's tourism sector. It significantly contributes to economic value creation and the generation of employment opportunities for the population. The cultivation of customer loyalty has emerged as a crucial strategy in enhancing the sustainable and stable growth of the spa industry in the present day. This study aims to: 1) To examine the level of influence of the factors on customer loyalty in the health spa service industry in the Bangkok metropolitan area. 2) To study the influence of factors on customer loyalty in the health spa service industry in the Bangkok metropolitan area, and 3) To develop models for raising the level of customer loyalty in the health spa service industry in the Bangkok metropolitan area. This study employed a mixed-methods approach. For the quantitative research, data were collected from a sample of 380 participants who had previously used spa services in the Bangkok metropolitan area, utilizing a 5-point Likert scale questionnaire. The item discriminant power for the observed variables ranged from .472 to .912. The overall reliability Cronbach's alpha of each observed variable was between .752 and .972. The quantitative data were analyzed using descriptive statistics (mean, standard deviation) and Structural Equation Modeling (SEM). For the qualitative research, data were collected through in-depth interviews with 15 experts selected via purposive sampling. These data were subsequently analyzed using content analysis. The findings of the study were as follows: 1. Among the variables, perceived product and service quality had the highest mean score (M = 4.31). This was followed by service marketing strategy (M = 4.21), customer satisfaction (M = 4.20), brand image (M = 4.01), and customer loyalty (M = 3.91), respectively. All variables were rated at a high level. 2.The predictor variables—customer satisfaction, service marketing strategy, perceived product and service quality, and brand image—collectively explained 84% of the variance in customer loyalty in the health spa service industry in the Bangkok metropolitan area., and 3. The development of a model to enhance customer loyalty resulted in the QSCB Strategy. This model comprises three key phases of spa operation: 1) Focusing on quality and standards, 2) Implementing customer-centric management, and 3) Building a strong and memorable brand. The new knowledge derived from this study is that, to enhance customer loyalty in the health spa service industry, operators should prioritize the development of service marketing strategies tailored to the characteristics of their core customer groups.