The Effect of Service Quality, Servicescape, and Attitudes toward Thai Massage on Customer Satisfaction and Behavioral Intention

Abstract

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.