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Factors Impacting Satisfaction and Loyalty with Thai Spa Products of Chinese Consumers in Chengdu, China |
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| รหัสดีโอไอ | |
| Creator | Jianan Li |
| Title | Factors Impacting Satisfaction and Loyalty with Thai Spa Products of Chinese Consumers in Chengdu, China |
| Publisher | Assumption University Press |
| Publication Year | 2567 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 17 |
| Journal No. | 2 |
| Page no. | 174-183 |
| Keyword | Perceived Quality, Satisfaction, Loyalty, Spa Products, Consumers Behavior |
| URL Website | http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/7662 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| 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 Cronbachs 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 quali, 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 |
