SERVICE QUALITY OF SPA SHOPAFFECTING CUSTOMER SATISFACTION IN PATTAYA CITY, CHONBURI PROVINCE

Abstract

                The objectives of this research were to determine the level of customer satisfaction on spa shops in Pattaya district, Chonburi province, compare the level of customer satisfaction on spa shops in Pattaya district, Chonburi province by personal factors, and to examine the influence of service quality of spa shops on customer satisfaction in Pattaya district, Chonburi province. The sample was 400 customers of spa shops in Pattaya district, Chonburi province. A tool used in data collection of this research was a questionnaire. Statistics used to provide the results were the percentage, median, standard deviation, analysis variance, and multiple regression analysis.

                The results showed that 1) the respondents rated their satisfaction on spa shops in Pattaya district, Chonburi province at a high level, 2) the respondents had different levels of customer satisfaction on spa shops in Pattaya district, Chonburi province due to their educational level and gender, and 3) the factors of service quality of spa that affected customer satisfaction were communication, caring and politeness, safety, courtesy, and physical environment respectively.