THE STRUCTURAL EQUATION MODEL OF FACTORS EFFECTING CUSTOMER BEHAVIOR OF SPA SERVICE IN BANGKOK METROPOLIS

Abstract

In this marketing mix research, a quantitative study was conducted on the Quality of Service
Influencing Customer Satisfaction in Spa Businesses in Bangkok, Thailand. This study aimed to investigate
the marketing mix factors, the quality of service that influenced satisfaction, and the consistency of marketing
mix factors with empirical data, service quality influences the satisfaction of spa business customers in
Bangkok. A 5level scale was used as a questionnaire instrument, consisting of three parts, with a sample of
430 spa business users. The internal accuracy of the IOC was in the 0.60-1.00 range. The Statistical
Confidence (Marketing mix = 0.840, Service Quality = 0.823, and Service Satisfaction = 0.720). Model
descriptive statistics using Mean and standard deviation, and SEM ( Structural Equation Model ).
The results indicated that Service Quality positively influenced customer satisfaction with β=.576 and
Marketing Mix positively influenced satisfaction with β=.297, accounting for 66% of the difference at a
significant level of 0.0001. In the structural equation model with Chi-Square = 138.314, CMIN/df. =1.192,
GFI =.964, AGFI =.952, NFI =.952, IFI =.992, CFI =.992, RMR =.024, and RMSEA =.021, RMR =.024, and
RMSEA =.021, respectively. Results show a high level of consistency with empirical data.