ความคาดหวังและการรับรู้ของผู้ใช้บริการสปาที่ตั้งอยู่ในอำเภอเมืองเชียงใหม่ต่อคุณภาพการบริการตามมาตรฐานสถานประกอบการสปา

Abstract

This study aimed to examine user expectation and perception of spas in Mueang Chiang Mai district towards spa service quality compliant with spa establishment standard. In this study, the samples were 400 users who received spa services from spas in Chiang Mai district. Data were analyzed by the descriptive statistics: frequency, percentage, means, and standard deviation, and the inferential statistics: Paired Samples T-test to compare the two different sample groups’ means on expectation and perception. The findings revealed that based upon general information of the total of 400 users, they were female in the age of 31-40 years old. They worked as government officials/state-enterprises employees with an education background in bachelor’s degree or equivalence. Their average monthly income was 15,001-25,000 Baht. In an overview, their expectation and perception were mostly rated at high level. According to the Paired Sample T-test, result of the comparison between two different sample groups’ means on expectation and perception could be summarized that the H1 hypothesis testing was accepted. This result implied that for the users of spas in Mueang Chiang Mai district, the means of perception were higher than the means of expectation at 0.01 level of statistical significance.