分析水疗服务体验的属性：往香港的水疗爱好者之认知

The aim of this study is to explore the attributes of the spa service experience and examine the perceived importance of those attributes. Focus group discussions reveal that customers’ perceptions of spa service focus on spa attributes and therapist attributes. According to the factor analysis, cleanliness and condition, ambience, the appearance of spa personnel and therapists’ sense of personalized service are important spa attributes that influence customers’ spa service experience. Furthermore, technical execution, skills and knowledge, and courtesy and manners are important therapist attributes that influence their spa service experience. This study also examines the differences in spa service attributes in relation to socio-demographic and spa visit experience characteristics.