International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

The Relationships between Service Quality, Satisfaction, and Behavioral Intentions of Malaysian Spa Center Customers
Basheer Abbas Al-alak Ghaleb Awad EL-refae

Abstract
This study examines the impact of service quality on satisfaction and revisit behavioral intention in a spa setting in Malaysia. It was found that Tangibles (β=.310, p=.00) and Empathy (β=.380, p=.00) had the strongest influence on customer satisfaction and behavioral intention, followed by Reliability (β= .22, p=.00) and Responsiveness (β=.10, p=.00).However, the only dimension of service quality that was not found to play a significant role in predicting customer satisfaction and behavioral intention is that of Assurance. These results will provide potential guidelines for spa managers who plan to attract customers to this highly competitive industry and enable them to formulate appropriate strategies. The study also strives to make a contribution to conceptual and policy formulation by understanding the real predictors of customer satisfaction and intention.

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