From Service Experience to Behavioral Intentions: Analyzing the Mediating Mechanisms

Abstract

This study explores the interrelationships between service experience, emotions, perceived value, satisfaction, and behavioural intentions within the context of wellness spa services. The focus is on understanding how emotions, perceived value, and satisfaction mediate the relationship between service experience and behavioural intentions, a pathway not previously explored in its entirety. Data were gathered through a survey of 500 Thai day spa visitors from five major cities in Thailand. The findings reveal that emotions, perceived value, and satisfaction fully mediate the relationship between service experience and behavioural intentions, with direct effects proving to be nonsignificant. Notably, strong connections were identified among the key variables, offering a comprehensive insight into the decision-making process of Thai spa-goers. The paper concludes with a discussion of the theoretical contributions and practical applications of these results.