Association between Service Quality, Reputation, Physical Environmental Quality and Spa Loyalty among Spa Customers in Kota Bharu, Kelantan

Abstract

This research aims to study about the association between service quality, reputation, physical environmental quality and spa loyalty among spa customers in Kota Bharu, Kelantan. The method or technique used for this study is quantitative research method. The population and sample of this study is 384. Non-probability sampling and convenience sampling were used in this study due to the time, cost and human resources constraints. A survey is being conducted to collect all the data required. Both the primary data and secondary data are used in this study. Statistical Product and Service Solution (SPSS) is being used to analyse the data collected. Descriptive statistical analysis is conducted to measure the mean value and standard deviation of the data collect the variables. Among the three variables, reputation contributes the greatest influence towards spa customer loyalty with the result of (r = 0.692, p < 0.001), followed by physical environmental quality (r = 0.647, p < 0.001), and lastly service quality (r = 0.634, p < 0.001). These findings show that there is a significant relationship between service quality, reputation, physical environmental quality and spa customer loyalty. As a conclusion, the three hypotheses in this study are supported.