บทคัดย่อ
The Thai Sappaya Spa industry has become a major player in the holistic health service
sector in Thailand. The purpose of the present research is to investigate the assessment service
quality of Thai Sappaya Spa customers. The population consists of 610 customers attending Thai
Sappaya Spa 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 Sappaya Spa has a significant and direct influence on wellness values
and customer satisfaction. Moreover, the service quality of a Thai Sappaya Spa has an indirect
influence on intention to revisit through wellness values and 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 spas of the Thai Sappaya Spa industry in Thailand.