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
; 28(2):381-396, 2022.
Article
in English
| CAB Abstracts | ID: covidwho-2002742
ABSTRACT
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.
Consumer Economics [EE720]; Tourism and Travel [UU700]; Leisure, Recreation and Tourism Economics [EE119]; Recreational Facilities and Management [UU610]; Social Psychology and Social Anthropology [UU485]; service quality; dimensions; hygiene; industry; information; perception; reliability; services; health resorts; hospitality industry; Thailand; APEC countries; ASEAN Countries; high Human Development Index countries; South East Asia; Asia; upper-middle income countries
Full text:
Available
Collection:
Databases of international organizations
Database:
CAB Abstracts
Language:
English
Journal:
Tourism and Hospitality Management
Year:
2022
Document Type:
Article
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