Main Article Content

Ekapon Sangsri
นาย แสงศรี
Auttakorn Chattukul
Kattiya Chadchavalpanichaya
Panjamaporn Pholkerd
Athitaya Lavong


The Thai traditional massage industry has become a major player in the health service sector in Thailand. The purpose of the present research is to investigate the assessment service quality of Thai traditional massage customers. The population consists of 400 customers attending health services, and who volunteered to participate in this research in Thailand. A questionnaire was used to collect data using convenient sampling techniques by online survey. Structural equation modeling was applied to analyze the data. The results indicate that the service quality of the Thai traditional massage has a significant and direct influence on wellness values, customer satisfaction, and the role of customer satisfaction as a full mediator between wellness value and intention to revisit. Moreover, the service quality of Thai traditional massage had an indirect influence on intention to revisit through wellness values, customer satisfaction, and mediating role of customer satisfaction. In these findings, the information provided by this research can be used when designing marketing strategies to improve wellness value and customer satisfaction, both of which increase the intention to revisit Thai traditional massage of the health industry in Thailand.


Download data is not yet available.

Article Details

บทความวิจัย (Research Paper)


Aburayya, A., Marzouqi, A., Alawadhi, D., Abdouli, F., & Taryam, M. (2020). An empirical investigation of the effect of employees’ customer orientation on customer loyalty through the mediating role of customer satisfaction and service quality. Management Science Letters, 10(10), 2147-2158.
Armstrong, J. B. and Overton, T. S. (1977). Estimating nonresponse bias in mail surveys, Journal of Marketing Research, 14(3), pp. 396–402.
Atul Gupta, Jason C. McDaniel and Siriyama Herath (2005). Quality management in service firms: Sustaining structures of total quality service. Journal of Service Theory and Practice, 15(4),389-40.
Awang, Z. (2012). Structural equation modeling using AMOS. Kelantan: Center of Graduate Studies University Teknologi Mara Kelantan. 8.
Awoke, H. M. (2015). Service quality and customer satisfaction: Empirical evidence from saving account customer of banking industry. European Journal of Business and Management, 1(7), 144-164. Bafna, D. (2021). An Empirical Assessment of Expectations versus Perceptions in the Delivery of Financial Services of Stock Trading Brokers in Rajasthan.
Butcher, K. (2005). Differential Impact of Social Influence in the Hospitality Encounter. International Journal of Contemporary Hospitality Management, 17(2), 125–135.
Byrne, B. M. (2010). Structural equation modeling with Amos: Basic concepts, applications and programming. New York, NY, Routledge: Taylor & Francis Group. Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49.
Boulding, W., Kalra, A., Staeling, R., and Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectation to Behavioral Intentions. Journal of Marketing Research, 30(1), 7–27.
Bigné, J. E., Andreu, L., Gnoth, J. (2003). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism Management, 26, 833-844.
Caruana A, Fenech N. (2005). The effect of perceived value and overall satisfaction on loyalty: a study among dental customers. Journal of Medical Marketing, 5: 245–255.
Carland, J.A., J.W. Carland & W.H. Stewart (2000). The indefatigable entrepreneur. Proceedings of the Association of Small Business and Entrepreneurship, 168-180. Gallarza, M. G., Maubisson, L., & Rivière, A. (2021). Replicating consumer value scales: A comparative study of EVS and PERVAL at a cultural heritage site. Journal of Business Research, 126, 614-623.
Shirvani, S. M. (2020). Influential factors of foreign exchange services marketing with trust mediator role in Iranian international banking industry. International Journal of Business Innovation and Research, 22(2), 229-242.
Fornell, C., et al. (1996). The American customer satisfaction index: nature, purpose, and findings. The Journal of Marketing. 7‐18.
Fredrickson, B.L. (2000). Cultivating positive emotions to optimize healthh and well-being. Prevention & Treatment, 3, Article 0001a. Retrieved November 20, 2000, from volume3/pre0030001a.html.
Gronroos, Christian (1978). A Service-Oriented Approach to Marketing of Services European Journal of Marketing, 12 (no. 8), 588-601.
Grönroos, C. and A. Ravald (2011). Service as business logic: implications for value creation and
marketing. Journal of Service Management22 (1): 5‐22.
González, M. and J. Brea (2005). An investigation of the relationship among service quality, customer satisfaction and behavioral intentions in Spanish healthh spas. Journal of Hospitality and Leisure Marketing13(2), 67‐90.
G. Pérez-Rojo, C. Noriega, C. Velasco and J. López. (2018). Development and assessment of the content validity of the professional good practices scale in nursing homes. Published online by Cambridge University Press International Psychogeriatrics, 31(10), 1517 – 1521 DOI:
G. Gendron & B. Burlingham (1989, April). The entrepreneur of the decade: An interview with Steve Jobs, Inc., 114-128.
Hair, J. F., et al. (2010). Multivariate data analysis: A global perspective. Upper Saddle River,NJ, Pearson Education.
J.F. Petrick (2002). Development of a multi- dimensional scale for measuring the perceived value of service. Journal of Leaisure Research, 34(2),119-134.
J.F Petrick (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43, 29-38.
Jesun, Chih, Robert, à Jar, and Sin (2012). Perceived service quality, perceived value, overall satisfaction and happiness of outlook for long-term care institution residents. Hung Shan Medical University Hospital. 17,311–320. Jang, S. S., & Feng, R. (2007). Temporal destination revisit intention: The effects of novelty seeking and satisfaction. Tourism management, 28(2), 580-590. Khan, M. A., Ismail, F. B., Hussain, A., & Alghazali, B. (2020). The interplay of leadership styles, innovative work behavior, organizational culture, and organizational citizenship behavior. SAGE Open, 10(1), 2158244019898264. Hallencreutz, J., & Parmler, J. (2021). Important drivers for customer satisfaction–from product focus to image and service quality. Total quality management & business excellence, 32(5-6), 501-510. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European journal of marketing. Keller, K. L. (2020). Consumer research insights on brands and branding: a JCR curation. Journal of Consumer Research, 46(5), 995-1001. Kumar, J., Gupta, A., Rashid, C., & Shyam, H. S. (2020). Impact of Services Quality in E-Banking: Evidence from Indian Public Banks. Academy of Marketing Studies Journal, 24(1), 1-20.
Khan, P. I., & Tabassum, A. (2012). Service quality and customer satisfaction of the beauty-care service industry in Dhaka: a study of high-end women's parlors. The Journal of Business in Developing Nations, 12, 32-58.
Kline, R. B. (2011). Principles and practice of structural equation modeling New York, NY, Guilford Press.
Lehtinen, Uolevi and Jarmo R. Lehtinen (1982). Service Quality: A Study of Quality Dimensions. Unpublished working paper, Helsinki: Service Management Institute, Finland OY.
McDougall GHG, Levesque T. (2000). Customer satisfaction with services: putting perceived value into the equation. Journal of Services Marketing, 14, 392–410.
Mukesh Kumar, Fong Tat Kee and Amat Taap Manshor (2009). Determining the relative importance of critical factors in delivering service quality of banks: An application of dominance analysis in SERVQUAL model. Managing Service Quality: An International Journal, 19(2).
Mmutle, T., & Shonhe, L. (2017). Customer’ perception of Service Quality and its impact on reputation in the Hospitality Industry. African Journal of Hospitality, Tourism and Leisure, 6(3), 1–21.
Neuman MiriamTaegtmeyer, Karin Hatzold, Cheryl C Johnson, Helen A Weiss Katherine. (2019). published online by journal of the international aids’ society.
Open Access proceedings Journal of Physics: Conference series (2019). Comparison of braking performance between mechanical and dynamic braking for Electric Powered Wheelchair. Proceedings of the Open Access proceedings Journal of Physics: Conference series,496-495.
Oliver, L. R., & Swan, E. J. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach, Journal of Marketing, 53, 21-35.
Parasuraman, Zeithaml and Berry (1985). A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, 41-50.
Parasuraman, Berry and Zeithaml (1990). Guidelines for Conducting Service Quality Research. Marketing Research,34-44.
Parasuraman, Berry and Zeithaml (1993). More on Improving Service Quality Measurement, Journal of Retailing,1993,141-147.
P. Kotler, and L. Keller, Marketing Management, 12th ed., Upper Saddler River, NJ: Prentice Hall: 2006.
Rai, A. (2018). Evaluating the Image of Healthhcare Hub Online: A Cross-sectional Analysis of Google and Face Book Reviews of Private Hospitals of Kolkata, Eastern India, The International Archives of the Photogrammetry 1(5), 20–23.
Rust, R. T., Zahorik, A. J., and Keiningham, T. L. (1995). Return on Quality (ROQ): Making Service Quality Financially Accountable. Journal of Marketing, 59(2), 58–70.
Samar and Mazuri (2019). Integration of expectation confirmation theory and self-determination theory in internet banking continuance intention. Journal of Science and Technology Policy Management,
Sokchan, Rathny, Leaksmy And Choun (2018). customer satisfaction and service quality in the marketing practice: study on literature review. Asian themes in social sciences research. 1(1), 21-27.
Thitiya Thongkern (2016). Assessing the Behavioural Intentions of Thai traditional massage customer: An Empirical Analysis. Lincoln University. Patiparn Bunturat, & Seree Wongmonta. (2020). corporate spa business marketing strategy to accommodate Chinese tourists interdisciplinary journal humanities and social sciences,3 (2). Kumnerddee, W. (2009). Effectiveness comparison between Thai traditional massage and Chinese acupuncture for myofascial back pain in Thai military personnel: a preliminary report. J Med Assoc Thai, 92(suppl 1), S117-23.