Expectations of Service Quality Affecting The Decision Making To Choose Health Resort of White Collars In Bangkok

Abstract

The purpose of this research was to study the expectations of service quality affecting the decision making to choose health resort of white collars in Bangkok.  The samples used in this study were 400 white collars who were between 20–60 years old, lived or worked in Bangkok. This research adopted questionnaires as a main method for data collection withIOC of 0.85 and coefficient alpha equal of 0.94. This study also applied statistical data analyses with the determination of patterns in the data include the frequency, percentage, mean and standard deviation. The researcher used Multiple Linear Regression with statistically significance at 0.01 to test the hypothesis of the research.

There search result was revealed that most of respondents were female, aged between 20-40 years old and a monthly income between 10,001 to 20,000 Baht. White collars had highest level of expectations of service quality ( = 4.27, S.D. = 0.56) and highest level of decision making to choose health resort (  = 4.35, S.D. = 0.57).Results of hypothesis testing showed that expectations of service quality including tangibility, reliability, responsiveness, assurance and empathy had affected the decision making tochoose health resortof white collars in Bangkok with statistically significance at 0.01.