| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 96 === With the tremendous growth of the spa industry and the vast usage of the word “spa”, the definition of spa industry was becoming quite blurred in Taiwan, same as in North America. Such as beauty salon、hair salon、massage center even fitness center and swimming pool under the name of spa offer unqualified service did fog the consumers. Customers decrease the loyalty for spa, spa did face the difficulty of running. In this study, we attempt to explore what experiences consumers expect in spa by two facets: Store atmosphere affect consumers’ positive mood and service quality affect consumers’ positive mood. We can present the findings and their implications for services research and management in spa industry.
The purposes of this study are below:
1. Spa atmosphere leads to positive effect in customer’s positive mood and calm mood.
2. Spa service provider leads to positive effect in customer’s positive mood and calm mood.
3. Customer’s positive mood positively affects service satisfaction and loyalty.
4. Customer’s calm mood positively affects positive mood and service satisfaction.
5. Customer’s service satisfaction intermediary positive and calm mood affects loyalty.
To test the study hypotheses, data were collected from 292 samples of spa consumers in Taipei、Taichung、Tainan、Kaohsiung cities of Taiwan.
Verified by Exploratory Factor Analysis (EFA), we find the research results as follows:
1. Spa atmosphere positively affects customer’s positive mood and calm mood. Creating a comfortable environment (so called five-sense therapy) will reinforce customer’s positive mood.
2. Spa service offering affects customer’s positive、calm mood、satisfaction and loyalty. Even service factor is stronger than environmental atmosphere factor.
3. Customer’s calm mood positively affects service satisfaction. And calm mood affected by service offering and environmental atmosphere will reinforce the patrons’ satisfaction of the spa.
4. Customer’s service satisfaction positively affects loyalty. This is the main option when customers choose the spa.
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