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This paper decomposes the impact of different each of spa service quality on the overall satisfaction of Thai spa users. A penalty-reward analysis and the three-factor structure of customer satisfaction are applied to analysis the primary data from two samples of foreign tourists visiting Thailand: day spa and hotel & resort spa users. Finding showed that each of spa service quality in the day spa and hotel & resort spa classify to difference groups of the three-factor structure of satisfaction. However, cleanliness and attention to customer’s complaints were identified as necessary attributes of this tourism product. Therapists’ massage skill is a common competition factor, while surrounding, exterior, interior and ambience were signaled as ttributes that lead to competitive advantages. This study suggests that entrepreneurs should put the importance on cleanliness and complaints as a priority. In addition, they should have therapist’s qualities control and improve the atmosphere for competitive advantage. Furthermore, the government should have a policy promoting skill development on therapists. All of these could alleviate competitiveness of spa business in Thailand.
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