Factors Influencing Consumer Decisions to Use Onsen Services in Bangkok

Abstract

This research aims to study service landscape factors (Servicescape), service quality factors (Service Quality), and demographic factors (Demography) that affect the decision to use onsen services. of customers in Bangkok. It is quantitative research.The sample group was people who lived in Bangkok, aged 18 years and over, and had used onsen services within a period of not more than 1 year, the tools used to collect data was questionnaires. Statistics used in data analysis include basic statistics, namely frequency, percentage, mean, and standard deviation. and inferential statistics were F-test and multiple regression analysis.

The results showed that 1) service landscape factors included by Symbol sign and various decorative items and cleanliness affected the decision to use onsen services of customers in Bangkok with statistical significance at the 0.05 level, 2) Service quality insists of reliability, assurance, tangible, empathy and responsiveness affected the decision to use onsen services of customers in Bangkok with statistical significance at the 0.05 level and 3) demographic factors does not affect customers' decision to use onsen services in Bangkok.