The Mediating Role of Customer Satisfaction in the Relationship Between Atmospherics on Customer Behaviour: Stimulus Organism Response Model Approach in the Spa Industry of Thailand

Abstract

The main purpose of the current study is to examine customer satisfaction, atmospheric and customer behaviour using SOR model. In addition to that, the study has examined the mediating role of customer satisfaction in the relationship between Atmospherics on Customer Behaviour. In recent Past, the main focus for the organizations was to identify the factors that can help in enhancing the loyalty of the customers. Additionally, their focus is also on delivering superior services by which they can keep the customers loyal. The study is of the view that the organizationsmake these efforts with desires to keep these customers retain, which will help them in increasing the profits and revenues. However, the current study has filled this gap. However, this study is among the pioneering studies on this issue Employing the survey-based methodology; the SEM-PLS technique is used to test the hypothesized relationships. So, the current study has used SEM-PLS as a statistical tool to answer the research questions raised in this study and research objectives envisaged in the current study. The data is collected from the SPA customers in Thailand. The findings of the study have provided support to the theoretical foundation and the proposed hypothesis of the current study. The current study will be helpful for policymakers and practitioners in understanding the issues work customer satisfaction, atmospheric and customer behaviour using SOR model. In author knowledge, this is among very few pioneering studies on this issue.