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

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. [ABSTRACT FROM AUTHOR]