Effects of Service Experience on Behavioral intentions: Serial Multiple Mediation Model

Abstract

This study investigates the relationships among service experience, emotions, perceived value, satisfaction and behavioral intentions in a wellness spa service context. This paper focuses on the mediating effects of emotions, perceived value, and satisfaction on the relationship between service experience and behavioral intentions; no previous study has examined the complete mediating relationship among these variables. Data were collected through a survey of 500 Thai day spagoers in five major cities in Thailand. The results show that emotions, perceived value, and satisfaction sequentially mediate the relationship between service experience and behavioral intentions; however, the direct effects are nonsignificant, indicating full mediation. Significant relationships were found among service experience, emotions, perceived value, satisfaction and behavioral intentions, providing a more holistic view of Thai spagoers’ decision-making process. This paper presents the theoretical and practical implications of these findings.

本研究探讨在健康SPA服务情境下，服务体验、情绪、感知价值、满意度与行为意图之间的关系。本文主要研究情绪、感知价值和满意度对服务体验与行为意向之间的中介作用，没有先前的研究考察了这些变量之间的完全中介关系。通过对泰国五个主要城市的500名泰国日游者的调查，收集了数据。结果表明，情绪、感知价值和满意度依次中介服务体验和行为意向之间的关系，但直接效应不显著，表明充分调解。在服务体验、情绪、感知价值、满意度和行为意向之间存在显著的关系，为泰国西班牙语者的决策过程提供了更全面的观点。本文介绍了这些发现的理论和实践意义。

KEYWORDS:

• service experience
• behavioral intentions
• multiple mediators
• serial mediation
• wellness spa
• Thailand

Acknowledgements

The authors would like to acknowledge a scholarship from the National Pingtung University of Science and Technology for making this research possible.