스파 서비스품질이 지각된 가치와 관계지속의도에 미치는 영향

The Impact of Spa Service Quality on Perceived Value and Relationship Continuity Intention

This study aimed to investigate how the quality of spa services impacts customers' perceived value and their intention to maintain a relationship. To achieve this, a questionnaire survey was conducted with adult women in their 20s to 50s who are currently receiving treatments at spas with 10 or more employees across the country, from August 2 to 20, 2024. Out of 270 distributed questionnaires, 268 were used for final analysis after excluding two with inadequate responses. The results revealed the following: First, the quality of spa services was confirmed to be a significant factor influencing customers' perceived value, particularly in terms of assurance, tangibility, and reliability. Second, higher-quality spa services were found to positively impact intentions to maintain a relationship. These findings offer valuable insights for the spa service industry, aiding in enhancing competitiveness, improving customer retention, and guiding strategies for new development.