Determinants of Satisfaction and Loyalty with Thai Spa Products of Chinese in Deyang City of China with Travel Experience to Thailand
DOI:
https://doi.org/10.14456/shserj.2024.69Keywords:
Perceived Quality, Loyalty, Spa Products, Consumers BehaviorAbstract
Purpose: This study aims to determine the determinants of satisfaction and loyalty with Thai spa products of Chinese in Deyang city of China with travel experience to Thailand. The conceptual model consists of emotional value, perceived quality, perceived value, social value, functional value, satisfaction, and loyalty. Research design, data, and methodology: The research methodology employed a quantitative approach, involving the distribution of a questionnaire to a sample of 500 Chinese individuals who possessed travel experience in Thailand and had purchased Thai spa products from CYTS stores located in Jingyang District and Luojiang District. Prior to disseminating the questionnaire, content validity and reliability were conducted using Item-Objective Congruence and a pilot test of Cronbach's Alpha. The sampling strategies are judgmental, quota, and convenience sampling methods. Data analysis procedures included the utilization of Confirmatory Factor Analysis and Structural Equation Modeling. Results: The findings showed that perceived value and functional value significantly impact satisfaction. Furthermore, satisfaction has a positive and significant effect on loyalty. However, emotional value, perceived quality, and social value have no significant impact on satisfaction. Conclusions: These findings hold practical implications for businesses operating in the Thai spa product industry, suggesting that efforts to improve customer satisfaction and customer loyalty.
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