Factors Affecting Customer Satisfaction of Calla Spa in Dong Nai and Ho Chi Minh City Areas

Abstract- -This study was conducted with the aim of identifying factors affecting Calla SPA customer satisfaction with the research object being Calla SPA customers in Dong Nai Province and Ho Chi Minh City, Vietnam. With qualitative and quantitative research methods through document research, in-depth interviews, group discussions, and surveys, factors that impact customer satisfaction have been found. Elements of service quality include Tangibility; Reliability; Responsiveness; Assurance; Attention. Other factors include price and location of the SPA center. The t-test results show that factors affecting customer satisfaction include service quality (with Tangible attributes; Reliability; Responsiveness; Assurance; Attention). sig value 0.041 < 0.05 and t-count is 2.076 > 1.99167. The Price factor has sig 0.043 < 0.05 and t-count is 2.062 > 1.99167 and the SPA center location factor has sig 0.015 < 0.05 and t-count is 2,500 > 1.99167. The F test result with F value = 10.247 at the significance level Sig = 0.000 < 0.05, so the regression model is appropriate. With the standardized beta coefficient, β1>β2>β3 Therefore, the factor that has the strongest impact on the dependent factor (satisfaction) is the service quality factor with value (β1=0.127), followed by price factor (β2=0.167) and finally the location of Calla SPA center (β1=0.294). Quantitative results show that the observed variables in each scale are correlated with each other and the scale achieves high reliability with coefficient 0.70 ≤ alpha ≤ 0.95. The total correlation coefficient of observed variables in each scale is greater than 0.3. Preliminary EFA analysis shows that related variables satisfy 0.5≤KMO≤1 and Sig<0.05. The results of the study are not comprehensive enough for the activities of the entire SPA industry. However, research also contributes to giving leaders a basis to improve customer satisfaction through service quality. Price, location of SPA center, meeting customer satisfaction, maintaining market share, expanding market, increasing sales in SPA activities. The research also contributes to expanding the theory of service quality in the field of SPA industry.

DOI: /10.61463/ijset.vol.12.issue1.143