The effect of service quality on behavioral intention in SPA & Wellness centers

This study aims to determine the relationship between the service quality levels perceived by individuals who receive services from SPA & Wellness Centers in 5-star hotels in Alanya and their intention to repurchase the service and to compare them according to some demographic variables. The population of the research, which was designed with the relational survey model, consists of individuals who came to the wellness centers in Alanya district of Antalya province in the summer period of 2023. The sample consisted of 385 individuals, 246 women and 139 men, selected by convenience sampling method. "Personal Information Form", "SPA & Wellness Service Quality Scale" and "Behavioral Intention Scale" were used in the study. The data were analyzed using independent samples t-test, one-way variance (ANOVA), Pearson correlation and multiple linear regression analysis. When the research findings were examined, significant differences were obtained in service quality according to gender and wealth status; however, no significant differences were obtained according to marital status, vacation type and vacation frequency. In terms of behavioral intention, significant differences were obtained according to wealth status; however, no significant differences were obtained according to gender, marital status, vacation type and vacation frequency. Regarding the relationship between the variables, significant positive relationships were found between service quality and behavioral intention. Moreover, service quality significantly predicts behavioral intention. As a result, the findings indicate that a positive increase in service quality will positively increase behavioral intention.