อิทธิพลของรูปแบบการบริการและบรรยากาศภายในร้านต่อความต้องการกลับมาใช้บริการซ้ำที่ร้านเฮลท์ แลนด์สปาและนวด ในกรุงเทพมหานครของลูกค้าชาวต่างชาติ
Year: 2025
Type: article
Study design: Observational Study
Abstract: This research aims to study the influence of service types and in-store ambience on the intention to revisit Health Land Spa & Massage in Bangkok among foreign customers. Data were collected from a sample of 120 customers of Thailand Privilege Card Co., Ltd. through an online questionnaire between July and August 2024. This is a quantitative study utilizing descriptive statistics to analyze percentages, means, and standard deviations for individual characteristics, service types, in-store ambience, and intention to revisit. Percentages, means, and standard deviations were used for descriptive analysis, while hypothesis testing was conducted using multiple regression analysis. The study revealed that the majority of respondents were male, of Chinese nationality, and aged between 31–50 years. The most frequently visited branch was Asoke, with an average visit frequency of 2–3 times per month. Hypothesis testing results indicated that both service types and in-store ambience significantly influenced the intention to revisit Health Land Spa & Massage in Bangkok among foreign customers, with a statistically significance level of 0.05.
Institution: Bangkok University
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220118239