Building Health and Wellness Service Experience Extension: A Case Study of Bangkok, Thailand

This study examines the relationship between customer engagement, customer evaluation of service offerings, trust in health and wellness services, quality of life, and experience extension based on usable data obtained from 360 international customers via a self-administration approach to health and wellness service providers in Thailand. A two-step approach was employed to evaluate the relationship between the proposed relationship. AMOS software was used. The results found that customer engagement affected service evaluation of health and wellness providers and customers’ quality of life, but customer engagement had no significance in predicting trust and experience extension. Furthermore, the results revealed that service evaluation increased trust in the health and wellness services, quality of life, and experience extension. In addition, customers’ quality of life affected experience extension, but trust had no significant impact on experience extension. The mediating role of trust and quality of life mediates the relationship between customer engagement and experience extension. These findings can provide a deeper understanding of customer engagement and service evaluation of health and wellness for increasing customer experience extension