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研究生： 陳依玲
Tangruethaiwanit, Tantaree
論文名稱： The Effect of Service Quality, Servicescape, and Attitudes toward Thai Massage on Customer Satisfaction and Behavioral Intention
The Effect of Service Quality, Servicescape, and Attitudes toward Thai Massage on Customer Satisfaction and Behavioral Intention
指導教授： 黃國平
Huang, Kevin P.
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2012
畢業學年度： 100
語文別： 英文
論文頁數： 111
外文關鍵詞： Thai massage, Service quality, Servicescape, Attitudes toward Thai massage, Customer satisfaction, Behavioral intention
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    • Thai massage is valuable knowledge for Thai people that incorporate the history and stories for a long time. Thai massage is one of the branches of Thai traditional medicine which was held as an essential role for treatment from the past until present. This study purposes to explore the Thai massage business and the relationship of service quality, servicescape, and attitudes toward Thai massage which influence customer satisfaction and behavioral intention. And, the attitudes toward Thai massage influence on behavioral intention. This study found that all the relationships were supported. In comparing all relationships between Thais and foreigners, this study found that there was no significant difference between the relationships.
    Therefore, the finding suggests that service quality, servicescape, and attitudes toward Thai massage are important factors for increasing customer satisfaction and behavioral intention. Owner or managers of Thai massage shops should further understand customer behavior to improve their service quality, servicescape and also enhance the positive attitudes of customers about Thai massage.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES IX CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objective and Contribution. 5 1.3 Scope of Research. 6 1.4 Research Procedure. 7 1.5 The Structure of the Study. 8 CHAPTER TWO LITERATURE REVIEW 10 2.1 Thai Massage. 10 2.1.1 A Brief History of Thai Massage. 10 2.1.2 Thai Massage Today. 12 2.2 Definition of Research Constructs. 13 2.2.1 Service Quality. 13 2.2.2 Servicescape. 16 2.2.3 Attitudes toward Thai Massage. 18 2.2.4 Customer Satisfaction. 21 2.2.5 Behavioral Intention. 22 2.3 Hypotheses Development. 23 2.3.1 Relationship between Service Quality and Customer Satisfaction. 23 2.3.2 Relationship between Servicescape and Customer Satisfaction. 24 2.3.3 Relationship between Attitudes toward Thai massage and Customer Satisfaction. 25 2.3.4 Relationship between Customer Satisfaction and Behavioral Intention. 26 2.3.5 Relationship between Attitudes toward Thai massage and Behavioral Intention. 27 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28 3.1 Conceptual Framework. 28 3.2 Construct Measurement. 29 3.2.1 Service Quality. 29 3.2.2 Servicescape. 30 3.2.3 Attitudes toward Thai Massage. 31 3.2.4 Customer Satisfaction. 32 3.2.5 Behavioral Intention. 32 3.2.6 Personal Information. 33 3.3 Hypotheses to be Tested. 34 3.4 Questionnaire Development and Sampling Plan. 34 3.5 Data Analysis Techniques. 39 3.5.1 Descriptive Statistical Analysis. 40 3.5.2 Purification and Reliability Tests. 40 3.5.3 Confirmatory Factor Analysis (CFA). 41 3.5.4 Structure Equation Model (SEM). 42 3.5.5 Cluster Analysis. 42 CHAPTER FOUR RESEARCH RESULTS 43 4.1 Data Collection. 43 4.2 Descriptive Analysis. 44 4.2.1 Characteristics of Respondents. 44 4.2.2 Experience Information of Respondents. 47 4.2.3 Mean and Variance of Measurement. 49 4.3 Reliability Analysis of Measurement. 53 4.4 Exploratory Factor Analysis and Reliability Test. 56 4.4.1 Service Quality. 56 4.4.2 Servicescape. 59 4.4.3 Attitudes toward Thai Massage. 60 4.4.4 Customer Satisfaction. 62 4.4.5 Behavioral Intention. 63 4.5 Confirmatory Factor Analysis. 66 4.6 Structural Equation Modeling and Results of Hypotheses Tests. 69 4.6.1 Structural Equation Model (All Data). 69 4.6.2 Structural Equation Modeling (Comparing Thais and Foreigners). 72 4.7 Cluster Analysis. 76 4.7.1 Cluster Analysis (Recency, Frequency, and Monetary Data). 76 4.7.2 Structural Equation Modeling (Comparing Low RFM and High RFM). 77 4.8 ANOVA for Recency, Frequency, and Monetary Data. 80 4.9 Moderating Effect of Experience in Other Kinds of Massage. 83 4.10 Discussion. 85 CHAPTER FIVE RESEARCH CONCLUSION AND SUGGESTIONS 87 5.1 Research Conclusions. 87 5.2 Research Implications. 89 5.2.1 Academic Implication. 89 5.2.2 Managerial Implication. 89 5.3 Research Limitations. 90 5.3.1 Sampling. 90 5.3.2 Questionnaire Development. 91 5.4 Further Research Suggestion. 91 REFERENCES 92 APPENDICES 100 Appendix 1: Questionnaire for Experiment (English) 100 Appendix 2: Questionnaire for Experiment (Thai) 106 LIST OF TABLES Table 1-1 The Scope of Study 7 Table 2-1 Scales and Items of Measuring Attitudes toward Massage 20 Table 3-1 Characteristics of Respondents (Pre-Test) 36 Table 3-2 Experience Information of Respondents (Pre-Test) 37 Table 3-3 Reliability Test (Pre-Test) 38 Table 4-1 Characteristics of Respondents 45 Table 4-2 Experience Information of Respondents 48 Table 4-3 Descriptive Analysis 51 Table 4-4 Reliability Analysis of Measurement 54 Table 4-5 Factor Analysis and Reliability Test for Service Quality 58 Table 4-6 Factor Analysis and Reliability Test for Servicescape 60 Table 4-7 Factor Analysis and Reliability Test for Attitude 61 Table 4-8 Factor Analysis and Reliability Test for Customer Satisfaction 63 Table 4-9 Factor Analysis and Reliability Test for Behavioral Intention 64 Table 4-10 Correlation Matrix 65 Table 4-11 Results of CFA and Convergent Validity 68 Table 4-12 Results of Structural Equation Modeling (All data) 71 Table 4-13 Results of Structural Equation Modeling (Comparing Thais and Foreigners) 74 Table 4-14 Result of the 2 Tailed t-test Paired Means 75 Table 4-15 Result of Model Comparison between Thais and Foreigners 76 Table 4-16 Result of Cluster Analysis of RFM 77 Table 4-17 Results of Structural Equation Modeling (Comparing Low RFM and High RFM) 79 Table 4-18 Result of Model Comparison between Low RFM and High RFM 80 Table 4-19 Comparison Using ANOVA of RFM data 81 Table 4-20 Result of Moderating Factor Test 85 Table 5-1 Summary of Hypotheses Results 88 LIST OF FIGURES Figure 1-1. The flow chart of this research 8 Figure 2-1. Three of 60 epigraphs carved on stone at Wat Pho in 1832 by John Glines with permission 11 Figure 2-2. Thai massage 12 Figure 2-3. Four service characteristics 15 Figure 2-4. The examples of Thai massage room 18 Figure 2-5. Attitude component consistency 19 Figure 3-1. Conceptual model and hypothesis 28 Figure 4-1. Confirmatory factor analysis 66 Figure 4-2. Structural equation modeling (all data) 70 Figure 4-3. Structural equation modeling of Thais and foreigners 73 Figure 4-4. Structural equation modeling of low RFM and high RFM 78 Figure 4-5. Structural equation model with experience in other kinds of massage (Sample size 200 of 419) 83 Figure 4-6. Structural equation model without experience in other kinds of massage (Sample size 219 of 419) 84

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