FACTORS INFLUENCING SERVICE INNOVATION AND BUSINESS PERFORMANCE OF SPA FOR HEALTH IN THAILAND: EMPRICAL STUDY

Samorn Deesomlert

Sudaporn Sawmong

Eastern Asia University, Thailand

ABSTRACT

This study analyzes factors influencing the business performance of spas for health in

Thailand, and presents a model of market orientation, service orientation and organizational

factors that influence service innovation and business performance of spas for health in Thailand.

Results show that market orientation directly influenced service innovation and indirectly

influenced business performance through service innovation. In addition, service orientation

directly influenced service innovation and indirectly influenced business performance through

service innovation. Finally, organizational factors directly influenced service innovation and

indirectly influenced business performance through service innovation. The causal model of

factors influencing business performance of spa for health was consistent with empirical data..