AN ASSESSMENT SERVICE QUALITY OF THAI TRADITIONAL MASSAGE CUSTOMER IN THE SITUATION OF THE COVID-19: AN EMPIRICAL ANALYSIS

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

บทคัดย่อ

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.

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