The Impact of Service Quality on Customer Choice for SPA Case Company in Taiwan – An Application of Multinomial Logit Model

• Main Author: Enkhjargal Damdin
• Other Authors: Wan-Tran, Huang
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/28659997229757487756

碩士 === 亞洲大學 === 經營管理學系碩士班 === 100 === Customer service quality is the crucial source of distinctive competence and is often considered as a key success factor in sustaining competitive advantage in service industries. This study identifies and investigates the effects of various service quality attributes on customer choice of packages offered by the Spa case company. The research subject of this study was customers of spa case company in Taiwan. Firstly, descriptive analysis were run for demographics of the respondents participated to get general background of them. Secondly, using traditional Kano method and category definition, the survey result was categorized by five dimensions of category to understand the weak and strong quality attributions. Third, ANOVA method was used to test mean difference between groups. Finally, this study assessed customer choice of facial package, body and health package, and beauty and slimming package and identified demographic characteristics that affecting the choice among those three alternatives. Empirical results showed that some characteristic of the demographic and quality attributes have impacts on the package choice alternatives. When considering all three package choices, body and health package is found to be an intermediate choice among customers.