Abstract
This paper focused on the effect of health and wellness resort attributes on customer satisfaction and post-purchase behavioral intentions in Thailand. The 39 resort attributes were factor-analyzed and six factors were identified in the study: Staff Service Quality, Room Quality, General Amenities, Value, Security and Health Programs. Multiple regression analysis was applied to investigate what factors have significant influence on customer satisfaction then simple regression was used to examine relationship between customer satisfaction and post-purchase behavioral intentions. The data was collected from resort guests, aged 25 years old or more. Attributes of health programs were found to be the most influential on customer satisfaction and the results suggest that the more satisfaction, the more positive post-purchase behavioral intentions. This finding has implications for resort developers to concern more about their attributes that customers pay attention to for increasing their customers’ satisfaction and positive post-purchase behavioral intensions.
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