Perception of Customer Experience in SME Spa’s Business Management

Authors

  • ณัฏฐวงศ์ ชาวเวียง มหาวิทยาลัยศรีปทุม

Keywords:

Perception of customer experience, Core service, Servicescap, Employee Behavior, Customer Satisfaction, Customer Loyalt

Abstract

The Research aim to 1) Study the influence that effect Perception of customer experience in SME SPA’s business management 2) Study Perception of customer experience effect to customer satisfaction and customer loyalty. The research was conducted by qualitative and quantitative research. The qualitative research consisted with in-depth interview and focus group. The researcher determined population is SME SPA’s in Bangkok and number of samples are 400 samples from 50 administrative district that sampling of storage convenience. The research collect data using questionnaires between April to October 2015 and analyzed data by Structural Equation Model (SEM) analysis. The results show that the Core service, Servicescap, Employee Behavior have positive direct effect with Perception of customer experience. The Core service and Employee Behavior have positive direct effect with customer satisfaction. The Perception of customer experience have positive direct effect with customer satisfaction. The customer satisfaction have positive direct effect with customer loyalty. All of them according to the hypothesis. 

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Published

2018-06-25

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Research Articles