A Causal Relationship Model of the Service Performance Perception in Terms of Service Quality, Service Value, Service Encounter on Satisfaction and Behavioral Intention of Customers Using Spa Services in Hua Hin District, Prachuabkirikhan Province
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Published:
Dec 5, 2018
Keywords:
Spa Service Quality Service Value Service Encounter Satisfaction Behavioral Intention Hua Hin
Main Article Content
Abstract
The aim of this research is to study the effect of causal relationship between service quality, service value, service encounter influencing customer satisfaction and behavioral intention of customers using spa services in Hua Hin District, Prachuabkirikhan Province. A questionnaire was used as an instrument to collect data. Analytical statistics used in this study is path analysis. The result shows that the perception of service quality, service value and service encounter positively have a significant influence on customer satisfaction, service value positively yields a significant influence on behavioral intention and customer satisfaction positively has a significant influence on behavioral intention of customers using spa services in Hua Hin District, Prachuabkirikhan Province. The finding of this research will be brought to spa entrepreneurs to realize the service quality issues, service value, service encounter, satisfaction and behavioral intention to develop and improve the services as stated to effectively respond the customers preferences.
Article Details
How to Cite
เชี่ยวชาญกิจการ อ. (2018). A Causal Relationship Model of the Service Performance Perception in Terms of Service Quality, Service Value, Service Encounter on Satisfaction and Behavioral Intention of Customers Using Spa Services in Hua Hin District, Prachuabkirikhan Province. NKRAFA Journal of Humanities and Social Sciences, 6, 63–79. Retrieved from https://so04.tci-thaijo.org/index.php/KANNICHA/article/view/159135
Section
Research Articles
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารมนุษยศาสตร์และสังคมศาสตร์ นายเรืออากาศ
ข้อความที่ปรากฎในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้ เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่าน ไม่เกี่ยวข้องกับโรงเรียนนายเรืออากาศฯ และคณาจารย์ท่านอื่น ๆในโรงเรียนนายเรืออากาศฯ แต่อย่างใด ความรับผิดชอบขององค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใด ๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่เพียงผู้เดียว
References
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[31] สุภมาส อังสุโชติ สมถวิล วิจิตรวรรณา และ รัชนีกูล ภิญโญภานุวัฒน์. สถิติวิเคราะห์สำหรับการวิจัยทางสังคมศาสตรและพฤติกรรมศาสตร์: เทคนิคการใช้โปรแกรม LISREL (พิมพ์ครั้งที่ 3), กรุงเทพฯ: เจริญดีมั่นคงการพิมพ์, 2554.
[32] Kline, R.B., “Principles and Practice of Structural Equation Modeling,” New York: The Guilford Press, 2005.
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[34] Lee, Yoon L. and Hing, Nerilee, “Measuring Quality in Restaurant Operation: An Application of the SERVQUAL Instrument,” Journal of Hospitality Management, vol.14, no.3/4, pp.293-310, 1995.
[35] Lau, Pei Mey; Akbar, Abdolali K. and Fie, David Y.G., “Service Quality: A Study of the Luxury Hotels in Malaysia,” Journal of American Academy of Business. Cambridge, vol.7, no.2, pp.46-55, 2005.
[36] Park, Jin-Woo; Robertson, Rodger and Wo, Chen-Lung, “The Effect of Airline Service Quality on Passengers’ Behavioral Intentions: A Korea Case Study,” Journal of Transport Management, vol.10, pp.435-439, 2004.
[37] Chen, Chiang-Fu, “Investigating Structural Relationships between Service Quality, Perceived Value, Satisfaction
and Behavioral Intentions for Air Passengers: Evidence from Taiwan.” Transportation Research. Part A. vol. 42, pp.709-717, 2008.
[38] Sanchez, Javier; Callarisa, Luis; Miguel, Rodriguez and Moliner, Miguel A., “Perceived Value of the Purchase of Tourism Product,” Tourism Management, vol.27, no.394-409, 2006.
[39] Ashton, Ann Suwaree; Scott, Noel; Solnet, David and Breakey, Noreen, “Hotel Restaurant Dining: The Relationship between Perceived Value and Intention to Purchase,” Tourism and Hospitality Research, vol.10, no.3, pp. 206-218, 2010.
[40] Chen, Po-Tsang and Hu, Hsin-Hui, “How Determinant Attributes of Service Quality Influence Customer-Perceived Valu,” International Journal of Contemporary Hospitality Management, vol.19, no.2, pp.35-52, 2010.
[41] Yung, Evita and Chan, Andrew, “Business Travelers Satisfaction with Hotel Service Encounters,” Journal of Travel & Tourism Marketing, vol.11, no.4, pp.29-41, 2001.
[42] ZabkarVesna, Brencic Maja Makovec and Tanja Dmitrovic. Modeling Perceived Quality, Visitor Satisfaction and Behavioral Intentions at the Destination Level,” Tourism Mangement, vol.31, pp.537-546, 2010.
[43] Liu, Yinghua and Jang, SooCheong (Shawn), “Perceptions of Chinese Restaurants in the U.S.: What Affects Customer Satisfaction and Behavioral Intentions?,” International Journal of Hospitality Management, vol.28, pp.338-348, 2009.
[2] การท่องเที่ยวแห่งประเทศไทย. (15 กุมภาพันธ์ 2560). เกี่ยวกับจังหวัดประจวบคีรีขันธ์. [Online] Available : https://thai.tourismthailand.org
[3] Zeithaml, Valarie A., “Consumer Perception of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, vol.52, no.3, pp.2-22, 1988.
[4] Iglesias, Marta Pedraja and Guillen, Jesus Yague M., “Perceived Quality and Price: their Impact on the Satisfaction of Restaurant Customers,” International Journal of Contemporary Hospitality Management, vol.16, no.6, pp.373-379, 2004.
[5] Lewis, Babara R., “Customer Service Survey: A Major UK Bank,” Financial Services Research Centre, Manchester School of Management, UMIST. 1988.
[6] Lewis, Babara R. and Mitchel, “Vincent W. Defining and Measuring the Quality of Customer Service,” Marketing Intelligence & Planning, vol.8, no.6, pp.11 – 17, 1990.
[7] Gronroos, Christian, “Strategic Management and Marketing in Service Sector,” Cambridge, MA: Marketing Science Institute, 1982.
[8] Parasuraman, A., Zeithml, Valarie and Berry, Len, “A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing,” vol.49, pp.41-50, 1985.
[9] Mc Dougall, Gordon H.G. and Levesque, Terrence, “Customer Satisfaction with Services: Putting Perceived Value into the Equation,” Journal of Service Marketing, vol.14, no.5, pp.392-410, 2000.
[10] Petrick, James F. and Backman, Sheila J. , “An Examination of Golf Travellers’ Satisfaction, Perceived Value and Intentions to Revisit,” Tourism Analysis, vol.6, no.3/4, pp.223-237, 2001.
[11] Sweeney, Jeoffrey C., Soutar, Geoff N. and Johnson, Leva W. Retail Service Quality and Perceived Value: A Comparison of Two Models. Journal of Retailing and Consumer Service, vol.4, no.1, pp.39-48, 1996.
[12] Sheth, Jagdish N., Newman, Bruce I. and Gross, Babara L. , “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, vol.22, pp.159-170, 1991.
[13] Grewal, Dhruv; Monroe, Kent B. and Krishman, R., “The Effects of Price Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions,” Journal of Marketing, vol 62, no.2, pp.46-59, 1998.
[14] Tsai, Shu-Pei, “Utility, Cultural Symbolism and Emotion: A Comprehensive Model of Brand Purchase Value,” International Journal of Research in Marketing, vol.22, pp.277-291, 2005.
[15] Norman, Richard, Service Management: Strategy and Leadership in Service Businesses, New York: Wiley, 1984.
[16] Shostack, Lynn G., “Designing Services that Deliver,” Harvard Business Review, January-February, pp.133-139, 1984.
[17] Czepiel, John A., Surprenant, Carol F. and Solomon, Michael R. The Service Encounter: Managing Employee/ Customer Interaction in Service Businesses,” Lexington, Mass: Lexington Books, 1985.
[18] Zeithaml, Valarie A. and Bitner, Mary J., Service Marketing: Integrating Customer Focus Across the Firm, 3rded. Boston: McGraw-Hill, 2003.
[19] Fisk, Raymond P., “ Marketing of Service,” Chicago, IL: American Marketing Association, 1981.
[20] Sur, Soma, “Technology-Based Remote Service Encounter: Understanding Customer Satisfaction and Sustainability,” Journal of Foodservice Business Research, vol.11, no.3, pp.315-332, 2008.
[21] Kozak, Matin and Rimmington, Mike, “Tourist Satisfaction with Mallorca; Spain as Anoff Season Holiday Destination, Journal of Travel Research, vol.38(February), pp.260-269, 2000.
[22] Lovelock, Christopher H., Wirtz, Jochen.and Keh, Hean Tat, “ Services Marketing in Asia: Managing People,” Technology and Strategy, London: Prentice-Hall, 2002.
[23] Cardozo, Richard N, “Customer Satisfaction: Laboratory Study and Marketing in Action,” Journal of Marketing Research, vol.2, pp.244-249, 1965.
[24] Olshavsky, Richard W. and Miller, John A., “Consumer Expectations, Product Performance and Perceived Product Quality,” Journal of Marketing Research, vol.9, no.19-21, 1972.
[25] Anderson, Rolph E., “Consumer Dissatisfaction: The Effect of Disconfirmed Expectancy on Perceived Product Performance,” Journal of Marketing Research, vol.10, pp.38-44, 1973.
[26] Oliver, Richard L. ,A Theoretical Reinterpretation of Expectation and Disconfirmation Effects on Posterior Product Evaluation : Experiences in the Field, In Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Ralph Day, ed. Bloomington: Indiana University, April, pp.2-9, 1977.
[27] Oliver, Richard L., “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research, vol.17 (November), pp.460-469, 1980.
[28] Nunnally, J. C., Psychometric theory, New York: McGraw-Hill, 1967.
[29] Hair, J. F., Jr., Black, W. C., Babin, B. J., and Anderson, R. E., Multivariate data analysis, 7 ed.. Upper Saddle River, New Jersey: Prentice Hall, 2010.
[30] กัลยา วานิชย์บัญชา. การวิเคราะห์สมการโครงสร้าง (SEM) ด้วย AMOS, กรุงเทพฯ: สามลดา, 2556.
[31] สุภมาส อังสุโชติ สมถวิล วิจิตรวรรณา และ รัชนีกูล ภิญโญภานุวัฒน์. สถิติวิเคราะห์สำหรับการวิจัยทางสังคมศาสตรและพฤติกรรมศาสตร์: เทคนิคการใช้โปรแกรม LISREL (พิมพ์ครั้งที่ 3), กรุงเทพฯ: เจริญดีมั่นคงการพิมพ์, 2554.
[32] Kline, R.B., “Principles and Practice of Structural Equation Modeling,” New York: The Guilford Press, 2005.
[33] Cheung, G. W., & Lau, R. S, “Testing mediation and suppression effects of latent variables: Boostrapping with structural equation medels,” Organizational Research Methods, vol.11, no.2, pp.296-325, 2008.
[34] Lee, Yoon L. and Hing, Nerilee, “Measuring Quality in Restaurant Operation: An Application of the SERVQUAL Instrument,” Journal of Hospitality Management, vol.14, no.3/4, pp.293-310, 1995.
[35] Lau, Pei Mey; Akbar, Abdolali K. and Fie, David Y.G., “Service Quality: A Study of the Luxury Hotels in Malaysia,” Journal of American Academy of Business. Cambridge, vol.7, no.2, pp.46-55, 2005.
[36] Park, Jin-Woo; Robertson, Rodger and Wo, Chen-Lung, “The Effect of Airline Service Quality on Passengers’ Behavioral Intentions: A Korea Case Study,” Journal of Transport Management, vol.10, pp.435-439, 2004.
[37] Chen, Chiang-Fu, “Investigating Structural Relationships between Service Quality, Perceived Value, Satisfaction
and Behavioral Intentions for Air Passengers: Evidence from Taiwan.” Transportation Research. Part A. vol. 42, pp.709-717, 2008.
[38] Sanchez, Javier; Callarisa, Luis; Miguel, Rodriguez and Moliner, Miguel A., “Perceived Value of the Purchase of Tourism Product,” Tourism Management, vol.27, no.394-409, 2006.
[39] Ashton, Ann Suwaree; Scott, Noel; Solnet, David and Breakey, Noreen, “Hotel Restaurant Dining: The Relationship between Perceived Value and Intention to Purchase,” Tourism and Hospitality Research, vol.10, no.3, pp. 206-218, 2010.
[40] Chen, Po-Tsang and Hu, Hsin-Hui, “How Determinant Attributes of Service Quality Influence Customer-Perceived Valu,” International Journal of Contemporary Hospitality Management, vol.19, no.2, pp.35-52, 2010.
[41] Yung, Evita and Chan, Andrew, “Business Travelers Satisfaction with Hotel Service Encounters,” Journal of Travel & Tourism Marketing, vol.11, no.4, pp.29-41, 2001.
[42] ZabkarVesna, Brencic Maja Makovec and Tanja Dmitrovic. Modeling Perceived Quality, Visitor Satisfaction and Behavioral Intentions at the Destination Level,” Tourism Mangement, vol.31, pp.537-546, 2010.
[43] Liu, Yinghua and Jang, SooCheong (Shawn), “Perceptions of Chinese Restaurants in the U.S.: What Affects Customer Satisfaction and Behavioral Intentions?,” International Journal of Hospitality Management, vol.28, pp.338-348, 2009.