Contrasting Thai male and female attitude towards day spa service quality in Bangkok: An important-performance analysis approach.

Abstract

ABSTRACT This study aimed to compare the different of benefit sought, behavior, important and performance of service quality of day spa in Bangkok, between male and female Thai day spa goers. Data were collect by employing convenience sampling.The 543 people have applied to the online questionnaires. However, 102 men and 192 women have passed the screening criteria. The descriptive analysis, inferential analysis and importance-performance analysis (IPA)were utilized to explain and distinguish the results between each gender. The results of the study indicated that the most common reason to motivate spa goers in both genders to go to day spa was relaxation, refresh, relieve stress respectively even though there was 9 benefit attributes that found statistically significance between genders. There were 16 important attributes and 16 performance attributes which found statistically significant between male and female. The important-performance analysis categorized 20 day spa attributes into the four quadrants to help spa managers to identify priorities improvement for each gender. This results confirmed that there was potential sex segmentation for day spas so day spa should customize their strategies and design different spa service for the distinct segments and thus retain and attract more day spa goers.