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Obtaining An In-Depth Understanding Of The Assurance Dimension Of Servqual In The Spa Industry: A Case Of Spas In Bangkok

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  • Aswin Sangpikul

    (Dhurakij Pundit University Faculty of Tourism and Hospitality Bangkok, Thailand)

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.

Suggested Citation

  • Aswin Sangpikul, 2022. "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, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 28(2), pages 381-396, August.
    • Handle: RePEc:tho:journl:v:28:y:2022:n:2:p:381-396
    DOI: https://doi.org/10.20867/thm.28.2.8
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    References listed on IDEAS

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    1. Sylvie Llosa & Jean-Louis Chandon & Chiara Orsingher, 1998. "An Empirical Study of Servqual's Dimensionality," The Service Industries Journal, Taylor & Francis Journals, vol. 18(2), pages 16-44, April.
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    Cited by:

    1. Li, Chia-Ying & Zhang, Jin-Ting, 2023. "Chatbots or me? Consumers’ switching between human agents and conversational agents," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

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    More about this item

    Keywords

    spa; wellness tourism; service quality; assurance; SERVQUAL; Bangkok;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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