AN ANALYSIS OF SERVICE QUALITY FROM FOREIGN TOURIST FEEDBACKS IN USING SPA SERVICES IN BANGKOK

Main Article Content

Aswin Sangpikul

Abstract

Most spa studies were conducted through the primary data by focusing on the questionnaire surveys. However, the spa studies aiming to collect the information from the secondary data source in relation to service quality benefiting are limited. This study, therefore, had the objectives to 1) analyze customer feedback in using spa services in Bangkok through the secondary data and 2) to analyze those feedbacks in relation to the 5 dimensions of service quality. This study collected data from Trip Advisor as a main source of secondary data, and used content analysis to categorize the data as well as the frequency and percentage to simplify the quantitative data.


The results indicated that customer feedbacks can be grouped into 13 major subjects, and categorized into 10 positive and negative themes. With regard to an analysis of service quality dimensions, the study categorized positive customer feedbacks into 5 dimensions based on the frequency analysis, namely: 1) reliability 2) tangibility 3) empathy 4) assurance and 5) responsiveness. Meanwhile, the negative customer feedbacks were also categorized into 1) reliability 2) empathy 3) assurance 4) responsiveness and 5) tangibility. Interestingly, reliability was found to be the most cited dimension from both positive and negative feedbacks. The results of the study will provide the recommendations that benefit the spa business in Bangkok.

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