Factors Impacting Satisfaction and Loyalty with Thai Spa Products of Chinese Consumers in Chengdu, China
Article Sidebar
Main Article Content
Abstract
Purpose: The development of Thai tourism makes Thai spa products popular among more Chinese consumers. This study investigates the factors impacting satisfaction and loyalty with Thai spa products of Chinese consumers in Chengdu, China. The conceptual model consists of emotional value, perceived quality, perceived value, social value, functional value, satisfaction, and loyalty. Research design, data, and methodology: A quantitative method was applied by distributing a questionnaire to 500 tourists who bought Thai spa products from CYTS stores in Jinjiang District and Wuhou District. Content validity and reliability underwent evaluation through Item-Objective Congruence and a pilot test of Cronbach’s Alpha before disseminating the questionnaire. The researcher employed judgmental, quota, and convenience sampling methods, while data analysis involved Confirmatory Factor Analysis and Structural Equation Modeling. Results: The findings showed that all hypotheses were supported. Emotional value, perceived quality, perceived value, social value, and functional value significantly impact satisfaction. Furthermore, satisfaction has a positive and significant effect on loyalty. Conclusions: This paper comprehensively analyzes the consumers’ motivations behind satisfaction and loyalty to Thai spa products. It provides ideas and promotes the development of new tourism product that aligns with the destination industry and culture in the future.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
References
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238–246. https://doi.org/10.1037/0033-2909.107.2.238
Chea, S. (2022). Factors Influence Behavioural Intention in Cambodia Spa Industry. AU-GSB E-JOURNAL, 15(1), 185-196. https://doi.org/10.14456/augsbejr.2022.49
Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2019). How do product recommendations affect impulse buying? An empirical study on We Chat social commerce. Information and Management, 56(2), 236-248.
Corstjens, M., & Lal, R. (2000). Building store loyalty through store brands. Journal of Marketing Research, 37(3), 281-291.
Costabile, M. (2001). Il Capitale Relazionale. McGraw-Hill.
Cronin, J. J., Brady, M. K., & Hult, C. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.
Eid, R. (2015). Integrating Muslim customer perceived value, satisfaction, loyalty and retention in the tourism industry: an empirical study. International Journal of Tourism Research, 17(3), 249-260.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). impact of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882-4889.
Gronholdt, L., Martensen, A., & Kristensen, K. (2000). The relationship between customer satisfaction and loyalty: cross-industry differences. Total Quality Management, 11(4/6), 509-514.
Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2020). Determining factors of tourists’ loyalty to beach tourism destinations: a structural model. Asia Pacific Journal of Marketing and Logistics, 32(1), 169-187. https://doi.org/10.1108/APJML-08-2018-0334
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
Howat, G., & Assaker, G. (2013). The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: empirical results from public, outdoor aquatic centres in Australia. Sport Management Review, 16(3), 268-284.
Jalilvand, M. R., Pool, J. K., Vosta, L. N., & Nafchali, J. S. (2014). The effect of marketing constructs and tourists’satisfaction on loyalty to a sport destination: a structural equation model and analysis, Education, Business and Society. Contemporary Middle Eastern Issues, 7(4), 316-332.
Jiseon, A., & Ki-Joon, B. (2019). Cruise brand experience: functional and wellness value creation in tourism business. International Journal of Contemporary Hospitality Management, 31(5), 2205-2223.
Karababa, E., & Kjeldgaard, D. (2013). Value in marketing: toward sociocultural perspectives. Marketing Theory, 14(1), 119-127.
Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35(6), 91-97.
Kim, S., Ham, S., Moon, H., Chua, B. L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and fifinancial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77(1), 169-177.
Knox, S. D., & Denison, T. J. (2000). Store loyalty: its impact on retail revenue – an empirical study of purchasing behaviour in the UK. Journal of Retailing and Consumer Services, 7(1), 33-45.
Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
Li, X., & Petrick, J. F. (2010). Towards an integrative model of loyalty formation: the role of quality and value. Leisure Sciences, 32(3), 201-221.
Lynch, J., & Ariely, D. (2000). Wine online: search costs affect competition on price, quality and distribution. Marketing Science, 19(1), 83-103.
Marsh, H. W., Hau, K.-T., & Wen, Z. (2004). In search of golden rules: Comment on hypothesis-testing approaches to setting cutoff values for fit indexes and dangers in overgeneralizing Hu and Bentler’s (1999) findings. Structural Equation Modeling: A Multidisciplinary Journal, 11(3), 320–341.
Mohammad, R. J., Javad, K. P., Leila, N. V., & Javad, S. N. (2014). The effect of marketing constructs and tourists’satisfaction on loyalty to a sport destination A structural equation model and analysis. Education, Business and Society: Contemporary Middle Eastern Issues 7(4), 316-332.
Monroe, K. B. (1990). Pricing: Making Profitable Decisions (2nd ed.). McGraw-Hill.
Ngamsirijit, W. (2016). From Spa to Wellness: Jirung’s Intellectual Capital Strategy. NIDA Case Research Journal, 8(2), 1-23.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
Parasuraman, A., Ziethaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Pedroso, R., Zanetello, L., Guimaraes, L., Pettenon, M., Goncalves, V., Scherer, J., Kessler, F., & Pechansky, F. (2016). Confirmatory factor analysis (CFA) of the crack use relapse scale (CURS). Archives of Clinical Psychiatry, 43(3), 37-40.
Rasoolimanesh, S. M., Iranmanesh, M., Amin, M., Hussain, K., Jaafar, M., & Ataeishad, H. (2020). Are functional, emotional, and social values interrelated? A study of traditional guesthouses in Iran. International Journal of Contemporary Hospitality Management, 32(9), 2857-2880.
Rhee, H. J., & Ryu, S. (2010). Effects of social values of social enterprises on attitude towards social enterprises and purchase intention: mediating effects of identification. The Academy of Customer Satisfaction Management, 14(1), 197-216.
Rodoula, T. (2015). Delineating the role of endorser's perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(1), 307-326.
Roig, J. C. F., García, J. S., & Moliner Tena, M. Á. (2009). Perceived value and customer loyalty in financial services. The Service Industries Journal, 29(6), 775-789.
Roy, P., Tremblay, G., & Duplessis-Brochu, E. (2018). Problematizing men suicide, mental health and well-being: 20 years of social work innovation in the province of Quebec, Canada. Crisis, 9(2), 137-143. https://doi.org/10.1027/0227-5910/a000477.
Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.
Sharma, G. P., Verma, R. C., & Pathare, P. (2005). Mathematical modeling of infrared radiation thin layer drying of onion slices. Journal of Food Engineering, 71(3), 282–286. https://doi.org/10.1016/j.jfoodeng.2005.02.010
Siam Commercial Bank PCL. (2017, July). On the Belt and Road Initiative. https://www.scb.co.th/content/dam/scb/corporate-banking/chinese-investment-knowledge/the-belt-and-road-initiative.pdf?form=2
Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M. A. Lange (Ed.), Leading - Edge psychological tests and testing research. Nova.
Song, H. J., Lee, C. K., Park, J. A., Hwang, Y. H., & Reisinger, Y. (2015). The impact of tourist experience on perceived value and satisfaction with temple stays: the experience economy theory. Journal of Travel and Tourism Marketing, 32(4), 401-415.
Soper, D. (n.d.). Calculator: A-priori Sample Size for Structural Equation Models. Daniel Soper. https://www.danielsoper.com/statcalc/calculator.aspx?id=89
Sweeney, J. C., & Soutar, G. (2001). Consumer perceived value: the development of multiple item scale. Journal of Retailing, 77(2), 203-220.
Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: a meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
Wang, X. X., & Wan, W. H. (2012). Research on the mechanism of co-creating value in the field of consumption and its effect on brand loyalty. Management science, 25(5), 52-62.
Williams, P., Soutar, G., Ashill, N. J., & Naumann, E. (2016). Value drivers and adventure tourism -A comparative analysis of Japanese and Western consumers. Journal of Service Theory and Practice, 27(1), 102-122.
Wu, J. H., & Wang, Y. M. (2006). Measuring KMS success: A respecification of the DeLone and McLean’s model. Information and Management, 43(6), 728-739. https://doi.org/10.1016/j.im.2006.05.002
Yi, Y., & La, S. (2004). What impacts the relationship between customer satisfactions and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology & Marketing, 21(5), 351-373.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.