A Study of Canonical Correlation between Service Quality and Consumer Behavioral Intention of Spa Business Customers in Phuket Province

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Hiranya Klangnurak
Prasopchai Pasunon


Phuket is one of the world’s famous tourist destinations and has a growing trend of health business which has continually generated incomes for the country. Consequently, Phuket has lots of spa business and high competition, and entrepreneurs expect customers are satisfied with the service quality and have the intention to re-visit or recommending others to keep the customers. Therefore, the researcher is interested to study the relationship between related aspects of service quality and consumer behavioral intentions that help formulating marketing strategies for spa businesses. This research aims to analyze the canonical correlation between service quality and consumer behavioral intention of spa businesses in Phuket. Four hundred and twenty people experiencing spa business in Phuket were selected as a sample by convenience sampling. A questionnaire was used as the research instrument. Data were analyzed by using a descriptive statistic including frequency, percentages, mean, standard deviation and the canonical correlation analysis. The research finding highlighted that the canonical correlation coefficient of the relation between service quality and customer behavioral intentions were 0.702. The canonical loading factor of service quality were 0.748–0.943. The clients stressed on the importance of customer empathy and thus the business can gain customer loyalty. The canonical loading factor of consumer behavior intentions were 0.967 and 0.880 respectively. The findings showed that the first factor of service quality to be considered by entrepreneurs is empathy for individual customers to suit their needs to show that they are special. They want to be understood and taken care of from the service providers.


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Klangnurak, H. ., & Pasunon, P. . (2022). A Study of Canonical Correlation between Service Quality and Consumer Behavioral Intention of Spa Business Customers in Phuket Province. JOURNAL OF SOUTHERN TECHNOLOGY, 15(2), 12–21. Retrieved from https://so04.tci-thaijo.org/index.php/journal_sct/article/view/255353
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