OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK
Purpose - Among the five SERVQUAL dimensions, reliability is one of the most criticised dimensions because it is ambiguous and interpreted differently in the service literature. In addition, perceived hygiene, which is related to the attribute of safety, is becoming increasingly important in cust...
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| Format: | Article |
| Language: | English |
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Faculty of tourism and hospitality management
2022-08-01
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| Series: | Tourism and Hospitality Management |
| Subjects: | |
| Online Access: | https://thm.fthm.hr/images/issues/vol28no2/7_Sangpikul |
| _version_ | 1811314323760349184 |
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| author | Aswin Sangpikul |
| author_facet | Aswin Sangpikul |
| author_sort | Aswin Sangpikul |
| collection | DOAJ |
| description | Purpose - Among the five SERVQUAL dimensions, reliability is one of the most criticised
dimensions because it is ambiguous and interpreted differently in the service literature. In addition,
perceived hygiene, which is related to the attribute of safety, is becoming increasingly important
in customer perceptions COVID -19 in the hospitality and tourism industries. In this study, three
different sources of information are examined using a qualitative, exploratory methodology to gain
a better understanding of the dimension of safety in the spa industry, focusing on spas in Bangkok.
Design/methodology - Three different sources of information (secondary data, expert interviews,
and customer interviews) are examined and interpreted through a content analysis methodology.
Findings - There are two main findings. First, the assurance dimension of spa service quality can
be sub-divided into four key categories: 1) product assurance 2) staff assurance 3) physical
assurance and 4) process assurance. Second, perceived hygiene during the COVID-19 pandemic
is integrated into the assurance attributes of spa service quality.
Originality - The study advances knowledge on the assurance dimension in relation to spa service
quality. In addition, the assurance dimension of SERVQUAL in the spa industry has been
conceptualised in regard to the current situation.
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| first_indexed | 2024-04-13T11:11:00Z |
| format | Article |
| id | doaj.art-520527e317544d609e5b296be75e83ce |
| institution | Directory Open Access Journal |
| issn | 1330-7533 1847-3377 |
| language | English |
| last_indexed | 2024-04-13T11:11:00Z |
| publishDate | 2022-08-01 |
| publisher | Faculty of tourism and hospitality management |
| record_format | Article |
| series | Tourism and Hospitality Management |
| spelling | doaj.art-520527e317544d609e5b296be75e83ce2022-12-22T02:49:08ZengFaculty of tourism and hospitality managementTourism and Hospitality Management1330-75331847-33772022-08-0128238139610.20867/thm.28.2.8OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOKAswin Sangpikul 0https://orcid.org/0000-0002-6574-6028Dhurakij Pundit University Faculty of Tourism and Hospitality Bangkok, Thailand Purpose - Among the five SERVQUAL dimensions, reliability is one of the most criticised dimensions because it is ambiguous and interpreted differently in the service literature. In addition, perceived hygiene, which is related to the attribute of safety, is becoming increasingly important in customer perceptions COVID -19 in the hospitality and tourism industries. In this study, three different sources of information are examined using a qualitative, exploratory methodology to gain a better understanding of the dimension of safety in the spa industry, focusing on spas in Bangkok. Design/methodology - Three different sources of information (secondary data, expert interviews, and customer interviews) are examined and interpreted through a content analysis methodology. Findings - There are two main findings. First, the assurance dimension of spa service quality can be sub-divided into four key categories: 1) product assurance 2) staff assurance 3) physical assurance and 4) process assurance. Second, perceived hygiene during the COVID-19 pandemic is integrated into the assurance attributes of spa service quality. Originality - The study advances knowledge on the assurance dimension in relation to spa service quality. In addition, the assurance dimension of SERVQUAL in the spa industry has been conceptualised in regard to the current situation. https://thm.fthm.hr/images/issues/vol28no2/7_Sangpikulspawellness tourismservice qualityassuranceservqualbangkok |
| spellingShingle | Aswin Sangpikul OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK Tourism and Hospitality Management spa wellness tourism service quality assurance servqual bangkok |
| title | OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK |
| title_full | OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK |
| title_fullStr | OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK |
| title_full_unstemmed | OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK |
| title_short | OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK |
| title_sort | obtaining an in depth understanding of the assurance dimension of servqual in the spa industry a case of spas in bangkok |
| topic | spa wellness tourism service quality assurance servqual bangkok |
| url | https://thm.fthm.hr/images/issues/vol28no2/7_Sangpikul |
| work_keys_str_mv | AT aswinsangpikul obtaininganindepthunderstandingoftheassurancedimensionofservqualinthespaindustryacaseofspasinbangkok |