OBTAINING AN IN-DEPTH UNDERSTANDING OF THE ASSURANCE DIMENSION OF SERVQUAL IN THE SPA INDUSTRY: A CASE OF SPAS IN BANGKOK

Abstract

Purpose - Among the five SERVQUAL dimensions, reliability is one of the most criticised dimensions because it is ambiguous and interpreted differently in the service literature. In addition, perceived hygiene, which is related to the attribute of safety, is becoming increasingly important in customer perceptions COVID -19 in the hospitality and tourism industries. In this study, three different sources of information are examined using a qualitative, exploratory methodology to gain a better understanding of the dimension of safety in the spa industry, focusing on spas in Bangkok. Design/methodology - Three different sources of information (secondary data, expert interviews, and customer interviews) are examined and interpreted through a content analysis methodology. Findings - There are two main findings. First, the assurance dimension of spa service quality can be sub-divided into four key categories: 1) product assurance 2) staff assurance 3) physical assurance and 4) process assurance. Second, perceived hygiene during the COVID-19 pandemic is integrated into the assurance attributes of spa service quality. Originality - The study advances knowledge on the assurance dimension in relation to spa service quality. In addition, the assurance dimension of SERVQUAL in the spa industry has been conceptualised in regard to the current situation.