The structural equation modeling of motivations influencing decision-making and satisfaction of spa consumers in Mueang District, Khon Kaen Province
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Abstract
This research aims to develop a structural equation model to analyze the factors influencing the use of spa services in Mueang District, Khon Kaen Province, to validate the structural equation model of motivation that influences the use of spa services in Mueang District, Khon Kaen Province, and to analyze and compare the motivations influencing the use of spa services in Mueang District, Khon Kaen Province, between the group of spa users who are self-employed and the group of spa users who are students.
A quantitative research method was collected from 400 consumers. The data was analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The study found that different occupations influenced spa service usage differently. For self-employed occupations, motivations related to marketing mix factors such as online distribution, promotions, the spa's image, reputation, and the desire for physical health improvement affect their decision to use the services and their satisfaction with a desire to return for repeat services. In contrast, for students, social recognition and the desire for socialization motivations influenced their decision to use the services and their satisfaction, resulting in positive word-of-mouth recommendations.
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