The Study of Factor Related to Service Quality that Affect Competitive Advantage of Health Spa Business in Bangkok

Main Article Content

Niwat Chantharat
Sumana Chantharat


This academic article aimed to study the concepts and theories related to services, service quality, and competitive advantage of health spa business. The results indicated  that service industry management at present requires service quality showing real expertise in business, especially spa business that is facing intense competition in terms of customer responsiveness, customer confidence, attentiveness to customers, image and reliability of health spas, to ensure service business embraces competitive advantage in terms of return on assets, business growth and performance, measured from higher profits from business operations and customer satisfaction.

Article Details

How to Cite
Chantharat, N. ., & Chantharat, S. (2023). The Study of Factor Related to Service Quality that Affect Competitive Advantage of Health Spa Business in Bangkok. Dusit Thani College Journal, 17(3), 177–189. Retrieved from
Academic Article


Daniel, P. V., Valmir, E. H., & Anete, A. (2018). Public investment, competitiveness and development: a study into Brazilian tourism destinations. Revista Brasileira de Administration Journal, 58(2), 899-917.

Harnett, T. (2018). Doing the unknown. Spa activities in a nursing homes. Qualitative Sociology Review. 14(3):86-104.

Kristina, F., & Karnawti, T.A. (2020). Analysis of hospitalization service quality on the inpatients of Mutiara Bunda Malang Maternity Hospital using SERVQUAL and Kano Models. Russian Journal of Agricultural and Socio-Economic Sciences, 100(4), 92-98.

Man, T. W. Y., Lau, T., & Chan, K. F. (2002). The competitiveness of small and medium enterprises: a conceptualization with focus on entrepreneurial competencies. Journal of Business Venturing, 17, 123-142.

Nurfadillah, S., Rachmina, D., & Kusnadi, N. (2018). Impact of trade liberalization on Indonesian broiler competitiveness. Journal of the Indonesian Tropical Animal Agriculture, 43(4), 429-437.

Oliinyk, O. (2018). Tendencies of enterprise competitiveness. Modern Economics Journal, 11(1), 135-139.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (September. 1988). The Service-Quality Puzzle. Business Horizon Journal, 35-43.

Porter, M. E. (1985). Competitive advantage : creating and sustaining superior performance. New York: The Free Press.

Sakhonkaruhatdej, K., & Chaimongkol, M. (2020). Model of the Management Process, Service Quality and the Competitiveness of Medical Spa Businesses in Bangkok. International Journal of Management, Business, and Economics, 7(3), 17-31.

SME Knowledge Center. (2020). Spa and massage for health. Retrieved May 5, 2023, from

Soisingh. K. (2016). Expectations and Perceptions of Satisfaction in Service Quality of Hotel Users in Pattaya City. Chonburi Province. Journal of Dusit Thani College, 10(1), 216-238.

Thai Spa Association. (2019). Thai Spa Magazine. Retrieved January 13, 2019 from

Thanaiudompat, T. (2023). The Brand Values Development from The Customer’s Perspective in Sports Apparel Business in Thailand. Interdisciplinary Research Review, 18(2), 18-26.

Unthong, A. (2015). Image, Motivation and Experience of Foreign Tourists Using Thai Spa Services. Research Sciences and Cognitive Sciences, 12(2), 13-22.

Wongwuttisak, M. (2007). Factors related to success in health spa business in Bangkok. Master's thesis, Mahidol University.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality : implications for future research and managerial practice. MSI Monograph, Report No. 00-115.