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Understanding the Subjective and Objective Assessments of Service Quality through Spa Customers’ E-complaints in Bangkok
Journal of Quality Assurance in Hospitality & Tourism Pub Date : 2021-04-03 , DOI: 10.1080/1528008x.2021.1891598
Aswin Sangpikul 1
Affiliation  

ABSTRACT

Despite there being several studies about customers’ e-complaints in hotels and other tourism businesses, little research has focused on the spa business and service quality. In particular, there is very limited literature investigating the subjective and objective assessments of service quality in hospitality and tourism research. This study, therefore, aims to examine the subjective and objective assessments of service quality through spa customers’ e-complaints in Bangkok. Content analysis and descriptive statistics were employed to analyze the data collected from a secondary source. The findings revealed that most e-complaints (53%) involved the subjective assessment of service quality reflecting customers’ personal feelings, and the remainder (47%) involved the objective assessment based on factual information. The study has conceptualized the subjective and objective assessments of spa service quality in regard to how customers complained about spa services. The findings not only assist spa businesses in acquiring a more thorough understanding of their service quality problems through customer complaints, but also support service improvements. The study contributes to the literature by offering another perspective and a better understanding of service quality assessment.



中文翻译:

通过曼谷水疗中心客户的电子投诉了解服务质量的主观和客观评估

摘要

尽管有几项关于酒店和其他旅游业务客户电子投诉的研究,但很少有研究集中在水疗业务和服务质量上。特别是,研究酒店和旅游研究中服务质量的主观和客观评估的文献非常有限。因此,本研究旨在通过曼谷水疗中心客户的电子投诉来检查服务质量的主观和客观评估。内容分析和描述性统计被用来分析从二级来源收集的数据。调查结果显示,大部分电子投诉(53%)涉及反映客户个人感受的服务质量主观评估,其余(47%)涉及基于事实信息的客观评估。该研究将关于客户如何抱怨水疗服务的水疗服务质量的主观和客观评估概念化。调查结果不仅有助于水疗企业通过客户投诉更全面地了解其服务质量问题,而且有助于改进服务。该研究通过提供另一个视角和更好地理解服务质量评估,为文献做出了贡献。

更新日期:2021-04-03
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