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Abstract
Attitude of Customers Toward the Benefits of Spa Services
Ubolwan Korpueng*
*Bureau of Provincial Health Administration, Ministry of Public Health, Nonthaburi Province
This survey research had three main objectives. The first objective was to assess customer attitudes
toward the value of spa services, the experiences of using spa, knowledge of spa and their perceptions of spa
services. The second was to compare and analyze the relationship between independent variables such as
personal characteristics, spa-using experiences, and knowledge; and the dependent variable was customer
attitudes toward spa. The last objective was to analyze the relationship between perceptions of spa services
and attitudes toward the value of spa. The study design was survey research using a self-administered ques-
tionnaire. A total of 385 samples were recruited from the customers who used the services of spa shops in four
districts of Bangkok. To prove the hypothesis, statistical analysis was done by using t-test, F-test, and Pearson’s
correlation coefficient test at the 0.05 statistically significant level.
The details of the key findings in terms of personal characteristics were as follows: the majority of spa
customers were female in the age group of 31-40 years old, having civil service or state enterprise service as
their occupation, earning less than 30,000 baht per month, using spa rarely. However, the most frequently
chosen type of spa shop is the spa for cosmetic purposes (43.2%). The most popular type of spa is the day spa.
While the second most favorite is medical spa; the third is the hotel and resort spa. The least favorite type of
spa shop is the massage spa; oil massage was the least chosen service.
The overall knowledge of spa among the study group was in the middle level. The majority of spa users
identified spa as a multi-purpose service in terms of health, leisure, relaxation, cosmetic and physical exercise.
They have a clear understanding that all spa shops have to be audited and controlled for quality by the Min-
istry of Public Health. The perception of spa service is high overall, while the aspect of reception and quality
of service is at a very high level. On the contrary, the cost needs to be reconsidered. The overall attitude of
customers toward the value of spa is high, especially for the aspect of relaxation, and leisure is at a very high
level; thus, the aspects of health promotion, treatment and beauty follow consecutively.
From testing the hypothesis, statistically significant relationships confirm that age, education, and expe-
rience of spa use determine the attitudes toward the value of using spa. Correlation testing reveals that
customer perceptions of spa services have a positive relationship on attitudes toward the value of using spa.
Key words: attitude of customers, benefit of using spa, spa