Exploration of how customers perceived value through SPA experiences- specific within China

Exploration of how customers perceived value through SPA experiences- specific within China

By responding to the current emphasis on health and wellness in modern society, the spa industry has experienced a rapid growth in the last two decades. To understand the determinants of review and long-term attitudinal loyalty, this study investigated how visitors perceive the potential value of spa experiences. The purpose of this study was to examine the role of three distinct dimensions of perceived value (social functional and emotional values) in spa visitors' decision making process for future behavior.Based on the framework of ((quality-perceived value satisfaction-behavioral intention, a field survey was conducted to test the mediating role of visitor experience of spa treatments and investigates the relationships between the quality of those experiences and perceived value, findings provide further information to explain the underlying mechanisms for increasing spa visitors' behavioral intention to revisit and recommend. In the second stage, focus group and personal interview discussions are conducted with spa experts from the supply side. The discussion explores new concepts, expectations and requirements for the hotel spa experience in city hotels in China. The identified main attributes are recognized and ascertained by 10 focus groups with comments from the 50 participants, followed by verifying and validating with a more in-depth understanding from 10 personal interviews. These interviews supplemented the solicited views on the content of the spa services and experiences and values that they perceived from the focus group discussions. Both the focus groups processes are guided by researcher to verify, delete, add, modify and / or develop more main attributes during the discussions. The final part of the investigation concludes with a summary of findings based on the above studies. Overall, the relationship experience quality/ perceived value appears to be evident.