Brand experience of Thai consumers towards Let's Relax Spa and Massage

Abstract

This study aimed to explore the brand experience of Thai consumers toward Let’s Relax Spa and Massage across four dimensions. Using qualitative methodology, nine participants were purposively selected for on-site and online in-depth interviews, ensuring diversity based on specific criteria. The participants, actual consumers aged 27-33, shared their experiences using open-ended questions guided by Brakus et al.'s (2009) brand experience dimensions and the 7Ps of service marketing. The findings indicated an overall positive brand experience, particularly in sensory and behavioral aspects, with outstanding experiences in sight, sound, and taste senses. While most participants had a positive affective experience, some expressed disappointment with staff service. Intellectual experience was relatively low due to insufficient brand information, but it minimally impacted the overall brand perception. Regarding the place, participants perceived Let’s Relax Spa and Massage as strategically located and reasonably priced, offering a premium service experience. Elements such as people and promotion were identified as areas for improvement in the participants' perception.