The Assessment of Spa Service Quality with 2 Dimensions : Subjective and Objective Assessment Dimensions
Keywords:
Customer assessment, Service quality, Spa businessAbstract
Service quality is an important element for spa business in delivering the services that correspond to customers’ expectations and satisfactions. However, most spa business and scholars seem to understand service quality through one side dimension which is subjective assessment (customers’ personal feeling). Indeed, service quality can be further separated or classified into objective dimension (fact-based opinion). Assessing service quality through a combination of subjective and objective measurement is expect to yield the greater benefits for spa business to improve their service quality more accurately, leading to higher customer satisfaction and repeat purchase. The aim of this article is, therefore, to discuss the service quality assessment with the contribution to provide a better understanding of the two dimensions of service quality (subjective and objective measurement) and its implementations for spa business as well as other service/tourism industries (e.g. hotels, tour operators, restaurants). A service business that implements the service quality assessment on both two dimensions will be more likely to gain higher potential and better improvement in service quality corresponding to customer satisfaction.
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