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研究生:陳依玲
研究生(外文):TantareeTangruethaiwanit
論文名稱:The Effect of Service Quality, Servicescape, and Attitudes toward Thai Massage on Customer Satisfaction and Behavioral Intention
論文名稱(外文):The Effect of Service Quality, Servicescape, and Attitudes toward Thai Massage on Customer Satisfaction and Behavioral Intention
指導教授:黃國平黃國平引用關係
指導教授(外文):Kevin P. Huang
學位類別:碩士
校院名稱:國立成功大學
系所名稱:國際經營管理研究所碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
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 massageService qualityServicescapeAttitudes toward Thai massageCustomer satisfactionBehavioral 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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