Do Malaysian Consumers Participation Behaviour Lead to Attitudinal Loyalty in Spa & Wellness Services?

Narizan Abdullah, Norzalita Abd Aziz
Graduate School Of Business, Universiti Kebangsaan Malaysia


Spa and wellness services are growing and expanding remarkably in this region, including Malaysia. Consumer participation behaviour has become an essential part of these service-related business organizations, demanded by both locals and foreigner consumers. Thus, understanding consumer participation behaviour and customer value are essential. Although several studies have proposed the importance of consumer participation behaviour, however, understanding of how consumer participation behaviour impacts on attitudinal loyalty are still minimal, this study aims to analyze the critical dimensions of consumer participation behaviour and its consequences. The primary purpose of this study is to examine consumer participation behaviour towards service loyalty. The proposed conceptual framework is established using Service-Dominant Logic (S-D Logic) perspectives and Social Exchange Theory in service business domains perspectives. Understanding consumer participation behaviour is significant in the service industry since service-dominant logic has emerged as a pervasive phenomenon. This study adopted a quota sampling method of 573 respondents were involved in this study. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) version 3.2.7 is used to run the analysis and test the hypotheses. The results indicated that there is a significant positive relationship between consumer participation behaviour on attitudinal loyalty in spa and wellness services. Based on these findings, the study recommended, among other things, that spa and wellness service providers must concentrate on understanding their customer’ needs because their emotional influence drives customer purchase behaviour. The spa and wellness service providers need to develop a better plan and effective emotional marketing strategies to enhance their consumer participation behaviour in service delivery experiences. The effective emotional marketing strategies will influence customer purchasing behaviour to increase value among service providers and local consumer in the spa and wellness.

Keywords: Consumer participation behavior, Customer emotional response, Attitudinal loyalty, Spa & wellness services, Malaysia