THE ANTECEDENTS AND SUCCESS OF THE THAI SPA BUSINESS
DOI:
https://doi.org/10.14456/aamr.2023.4Keywords:
Antecedents, Success of Spa Business, Thailand, Service Quality, 7Ps StrategyAbstract
The objectives of this mixed method research combined both quantitative and qualitative methods were 1) to investigate the degree of predominance including service quality, 7Ps strategy, and administration critical to the success of the spa business in Thailand, 2) to study the impact of service quality, the 7Ps strategy, and administration on the performance of the Thai spa company, 3) to develop a model for the Thailand spa business’s success. The sample group consisted of 400 spa business entrepreneurs in Thailand researched with stratified random sampling and simple random sampling. The key informants were 18 spa business entrepreneurs in Thailand by purposive random sampling. The tool used in the data collection is a semi-structured interview. The quantitative data were analyzed by a structural equation model using the LISREL program and the content analysis was used in the qualitative data. The research results revealed that 1) service quality, 7Ps strategy, and administration is at the highest level, respectively, while the success of the spa business in Thailand is at a high level with an average of 4.19. 2) The service quality, the 7 Ps strategy, and administration all have a statistically significant impact on spa business success at the.05 levels. 3) The development of a spa business success model in Thailand is MQ2S Model. The qualitative research results promoted the importance of spa business management. The findings of this research can be used as the approach in formulating the policy in spa business operation to encourage entrepreneurs to operate a spa company in Thailand and be successful in long-term competition.
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