UNDERSTANDING SERVICE OUTCOMES IN THE SPA INDUSTRY

Purpose - There is a scarcity of research to provide an in-depth understanding of spa service outcomes. This research note aims to examine the characteristics of spa service outcomes from three sources of information. Design/methodology - The information from past studies, online reviews, and customer interviews is analysed through a content analysis method. Findings - First, service outcomes in the spa industry involve two attributes: physical and mental outcomes. Second, the assessment of customer satisfaction on spa services includes two elements: service satisfaction and outcome satisfaction. Third, spa service outcomes may be regarded as a distinct variable as the experiences of spa service outcomes may be depended on certain factors (e.g. skills of therapists and the understanding of customer needs), meanwhile, they also have subsequent influences on post-consumption behaviours. Originality - This is an initial study to fully examine the characteristics of spa service outcomes. The study has conceptualised spa service outcomes for future investigation to strengthen knowledge development in the field.