A study of the interrelationship of spa guests' motivation, perceived service quality, value, satisfaction, and behavioral intentions

The main objective of this study is to test a hypothesized model constructed for examining the service purchasing process from beginning to end. In the context of the U.S. resort/hotel spa sector, data concerning what motivated spa patrons to visit resort/hotel spas, how these patrons perceived the quality and the value of the services received, and what influenced their levels of satisfaction and behavioral intentions were collected and analyzed. In addition, the possible moderating effects gender and age might have on the relationship between motivation and service quality were assessed empirically. Except for the hypothesized relationships of "service value-repurchase" and "satisfaction-repurchase," all other relationships among the constructs proposed in the model were supported. It was confirmed that resort/hotel spa guests' motivations to visit resort/hotel spas influenced positively the perceived service quality of such visits. In terms, the perceived service quality influenced positively the perceived service value and the level of satisfaction. In addition, the perceived service value had significant positive effects on satisfaction, and both perceived service value and satisfaction influenced word of mouth positively. The hypothesized moderating effects of gender and age on the relationship of motivation and service quality were not found. Instead, these moderating effects exercised their influences upon the relationship between service quality and satisfaction, with female and younger resort/hotel spa patrons appearing easier to be pleased than their male and older counterparts were. Lastly, it was discovered that resort/hotel spa guests with different demographic and resort/hotel spa visit characteristics were motivated to visit resort/hotel spa differently and had different perceptions on service quality, value, satisfaction, and behavioral intentions.