Enjoying Spa Activities: The Relationship between Perceived Value, Satisfaction, and Behavioral Intention

[[abstract]]With the growth in the Spa industry and the emphasis on leisure activities in modern society, spa activities have become more popular among female consumers. In this study, a questionnaire survey is formulated for the customers who had attended spa activities. With 271 completed questionnaires, the findings show the positive effect in the relationship between customer’s personal leisure functioning and customer’s perceived value, leisure satisfaction, and behavioral intention in the spa activity. Moreover, customer’s leisure functioning positively influences their leisure satisfaction, and when customer’s leisure satisfaction in the spa activity increased, the behavioral intention in attending the spa activity will relatively increase. However, customer’s perceived value in the spa activity is an important mediating variable for the factor of leisure satisfaction from service quality of the industry and the leisure functioning from the customer