Faizan Ali - Profile on Academia.edu (original) (raw)
Papers by Faizan Ali
Is Pia (Pakistan International Airlines) Up to the Mark? An Assessment of Its Service Quality and Resulting Customer Satisfaction
This paper aims to investigate how service quality is perceived by customers of Pakistani Islamic... more This paper aims to investigate how service quality is perceived by customers of Pakistani Islamic and conventional banks keeping the focus on three major cities of Peshawar, Karachi and
For decades, an important area to consider by hotel industry is service quality.It is, therefore,... more For decades, an important area to consider by hotel industry is service quality.It is, therefore, important for the service providers to understand not only customer expectations and perceptions but also the influencing factors towards their evaluation and satisfaction with the services provided. Therefore, this paper examines and measures the quality of services provided by hotels in Chitral area (Pakistan). Empirical research is used to determine guests' expectations and perceptions of the quality of service using a scale that was adopted from "SERVQUAL".The findings of this study are based on the gap between the mean scores of guest's expectation and perception. Two items reported positive scores, while the remaining items scores negative values which is the result of shortfalls in offering service quality and the guests' perceived value of the services less than their expectations based on measured variables. The findings help Chitral hoteliers to improve their service quality in order to fulfilthe shortcomings in their offered services.
ABSTRACT The purpose of this study is to test the relationships between physical environment, pri... more ABSTRACT
The purpose of this study is to test the relationships between
physical environment, price perceptions, consumption emotions,
and customer satisfaction in Chinese resort hotels. Five
hundred self-administered questionnaires were distributed, and
340 were returned. Findings from this study reveal that the
physical environment is a significant predictor of consumption
emotions and price perceptions, which in turn affect customer
satisfaction. Moreover, consumption emotions and price perceptions
significantly mediate the relationship between physical
environment and customer satisfaction. The management
of resort hotels needs to consider that an attractive physical
environment can be used for developing positive consumption
emotions and price perceptions among customers, which may
then increase their satisfaction.
In recent literature on creative tourism, consumers are treated as co-creators of experiences dur... more In recent literature on creative tourism, consumers are treated as co-creators of experiences during consumption. However, most scholarly studies have focused on the management perspective. To date, few empirical studies have focused on the concept of creative tourism from tourists’ perspective. This points to a need of more sophisticated analysis of creative
tourism based on consumer perspectives to assess creative- tourism experiences and their consequences. This study aims to bridge this research gap by examining the effect of
creative tourists’ experience on their satisfaction, nostalgia intensity and behavioral intentions. A quantitative study using a self-administered questionnaire was conducted in
the Malaysian states of Terengganu and Kedah. The sample comprised of 293 respondents and the purposive sampling technique was used. Creative tourists’ experience was
measured using a five-dimensional scale (escape and recognition, peace of mind, unique involvement, interactivity, and learning). PLS based SEM was used to analyze the data and
the findings show that all five dimensions of creative tourists’ experience are good predictors of their satisfaction, nostalgic intensity and behavioral intentions. The proposed model and findings can greatly help researchers and practitioners to understand the concept of creative-tourist experience and its complex relationships with their satisfaction, nostalgia intensity and behavioral intentions. Findings from this study imply that service providers should focus on designing unique, interactive, and educational activities and ensure to fulfil other psychological motives of tourists such as escape and peace of mind. This study contributes to literature by validating a five dimensional scale of creative tourists’ experience and its various post-consumption consequences.
Abstract: This study aims to investigate the effect of green positioning strategies towards produ... more Abstract: This study aims to investigate the effect of green positioning
strategies towards product attitudes and customer’s intentions to purchase. Data
was collected from 500 customers of Giant and Econ save supermarket by
distributing the questionnaires. Results of this study show that emotional
benefits and functional attributes have significant relationship with product
attributes and product attributes has significant relationship with purchase
intentions. Findings from this study suggested that functional attributes and
emotional benefits have become an important aspect in green product
positioning to convince the customers to buy the green products.
Purpose: Technological advances have become important feature of universities’ plans to improve t... more Purpose: Technological advances have become important feature of universities’ plans to improve the flexibility and accessibility in learning and teaching environment. For private universities, that are market driven, it is vital to assess if these technologies influence the perceptions and behaviour of their target beneficiaries. This study aims to explain the factors affecting students’ acceptance and usage of a lecture capture system – ReWIND, in a Malaysian university based on the UTAUT2 model.
Design/methodology/approach: The study is designed using causal research design in order to examine the cause-effect relationship between the study variables. Sample of the study consists of 398 students selected via purposive sampling. Data is collected using a 5 points likert scale covering UTAUT2’s factors and variables featuring ReWIND’s acceptance and usage. Partial least squares based structural equation modelling is used to analyse the data
Findings: The findings show that performance expectancy, effort expectancy, social influence, facilitating conditions, price-value, hedonic motivation and habit have significant influence on students’ acceptance and usage of ReWIND.
Research limitations/implications: This research examines the factors affecting students’ acceptance and usage of ReWIND in a Malaysian university. The main limitation of this study is that it focuses only on the factors highlighted in UTAUT2 model.
Practical implications: The results provide a useful framework to the universities for the successful implementation of student-friendly technologies such as ReWIND to enhance their learning experience.
Originality/value: Responding to the need of studies validating the UTAUT2 model in the adoption and use of different technologies, this study contributes to the literature by extending the UTAUT2 into the context of LCS at a private university in a developing country.
Purpose – This study aims to examine student’s foodservice experience and its effect on satisfact... more Purpose – This study aims to examine student’s foodservice experience and its effect on satisfaction, dining frequency and expenditures.
Design/methodology/approach – A total of 674 samples collected at a large Malaysian private university were used for data analysis. Structural equation modelling based on partial least squares method was conducted.
Findings – Results confirm that student foodservice experience significantly influences satisfaction, dining frequency and dining expenditure. Furthermore, four first-order constructs (product component, service component, price component and healthy component) are also validated on the designated second-order construct (customer foodservice experience).
Research limitations/implications – These findings indicate that on-campus foodservice operators should focus on student experience and satisfaction to increase visits and expenditures.
Originality/value – This study would enable on-campus foodservice operators to have a better understanding of various dimensions of foodservice experience which will lead to students’ satisfaction and encourage the development of their visits and expenditure.
The objective of this study is to examine the influence of an international airport‘s physical en... more The objective of this study is to examine the influence of an international airport‘s physical environment on passengers‘ delight and behavioural intentions. Moreover, this study also aimed to assess the moderating role of national identity on the relationship between physical environment and passengers‘ delight. A convenient sampling technique was used to select the sample. A total of 300 questionnaires were distributed at Kuala Lumpur International Airport, Malaysia, out of which 271 were returned and used for further analysis (90% response rate). The result from the finding suggests that physical environment in an international airport influences passengers‘ delight and behavioural intentions. Moreover, national identity portrayed in airport moderates the relationship between physical environment and passengers‘ delight. Overall, findings of this study extends the understanding of physical environment, passengers‘ delight and national identity in the context of
an international airport and offer implications for international airport authorities.
The purpose of this study is to investigate the relationships between service experience, emotion... more The purpose of this study is to investigate the relationships between service experience, emotions, satisfaction and price acceptance in Chinese resort hotels. A self-administered survey Downloaded by [Universiti Teknologi Malaysia] at 23:21 27 April 2015
The objective of this study is to examine the influence of physical environment on emotions, cust... more The objective of this study is to examine the influence of physical environment on emotions, customer satisfaction and behavioural intentions in Chinese resort hotel industry. A convenient sampling technique was used to select the sample. A total of 500 questionnaires were distributed to customers of resort hotels in four different cities of China out of which 170 were returned (35% response rate). The result from the finding suggests that customers who have higher perceptions of the physical environment are more likely to have positive emotions, increasing customer satisfaction and behavioural intentions. Therefore, Chinese resort hotels need to pay attention to upgrading their facilities in order to elicit positive emotion and maintain their relationship with customer satisfaction.
This study aims to investigate the effect of green positioning strategies towards product attitud... more This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products.
Purpose: The purpose of this paper is to assess foreigners and overseas Pakistanis’ evaluation of... more Purpose: The purpose of this paper is to assess foreigners and overseas Pakistanis’ evaluation of the quality of the services provided by Pakistan International Airlines (PIA) and its effect on customer satisfaction.
Design/methodology/approach: A convenience sample of 498 respondents was used to test the hypotheses of the study through structural equation modelling.
Findings: The results of this study indicate that all of the hypotheses are supported and customer satisfaction of PIA customers is influenced by all of the five service quality dimensions (AIRQUAL), including airline tangibles, terminal tangibles, personnel, empathy, and image.
Research limitations/implications: This research examines the relationship between service quality dimensions and customer satisfaction. The study focuses on the evaluation of overseas Pakistanis and foreigners regarding the service quality of PIA. The main limitation of this study is that it focuses on PIA: thus, the results cannot be generalised.
Practical implications: The results indicate that managers should focus on different dimensions of airline service quality in order to enhance customer satisfaction.
Originality/value: This study would enable PIA to have a better understanding of the effects of service quality, which will lead to passengers’ satisfaction and encourage the development of long-term relationships with their customers.
Despite extensive research on service quality and its consequences, there is still a lack of empi... more Despite extensive research on service quality and its consequences, there is still a lack of empirical research examining these variables in the context of resort hotels. In filling the gap, this study aims to assess service quality as determinant of customer satisfaction and resulting behavioural intentions in the context of Malaysian resort hotels. Based on the literature review, this study validates a new operationalization of service quality and hypothesises its significant effects on customer satisfaction and behavioural intentions. Based on convenience sampling, 425 questionnaires were received from the guests of Malaysian resort hotels. Structural equation modelling was used to analyse the collected data and the findings point out that, in general, guests were satisfied with the quality of the services provided by Malaysian resort hotels. It is also revealed that better perceptions of hotel ambience and staff courtesy, food and beverage products, staff performance and knowledge, reservation services and financial value were more likely to develop customer satisfaction which was, in turn, more likely to result in positive behavioural intentions such as revisit intentions or intentions to recommend it to others. The implications of these findings, limitation of the study and future research suggestions are also discussed.
This study aims to assess physical and social environments as determinants of customer experience... more This study aims to assess physical and social environments as determinants of customer
experiences with regard to guest satisfaction and intentions to revisit Malaysian resort hotels.
It examines a research framework constituting physical and social environment and analyses
the results of the survey to test the hypotheses. Questionnaires were distributed to customers
of resort hotels at Langkawi, Malaysia that were selected using convenience sampling. The
data collected were analysed using partial least squares based structural equation modelling
(PLS-SEM). The findings reveal that physical and social environments are good predictors of
customer satisfaction and revisit intentions. The results also indicate that customer satisfaction
contribute positively to revisit intentions. The implications and limitations of the study are
also discussed.
Heritage tourist experience, nostalgia, and behavioural intentions
Prior literature has mainly focused on the conceptualisation and examination of tourist behaviour... more Prior literature has mainly focused on the conceptualisation and examination of tourist behaviour in general. This study attempts to examine international business travellers’ experience with luxury hotel restaurants and propose foodservice experience as a key driver of satisfaction, dining frequency and dining expenditure in formation of causal relationships. A total of 278 questionnaires were collected to conduct statistical analysis. Partial least squares (PLS) based structural equation modelling (SEM) technique was performed to assess the proposed relationships. Empirical findings support the positive relationship between foodservice experience, customer satisfaction, their dining frequency and dining expenditure. It was found that customer satisfaction positively influences their dining expenditure while the proposed positive relationship between customer satisfaction and their dining frequency was not supported. Furthermore, the first order constructs on the designated second order construct support customer foodservice experience as second
order reflective construct with four dimensions comprising of product component, service component, price component and healthy component. The practical implications and limitation are discussed in detail.
Despite of the excellent growth of Spa industry in Malaysia over the last decade, research on the... more Despite of the excellent growth of Spa industry in Malaysia over the last decade, research on the formation of spa-going tourists is scant. To cater this research gap, the current study adopted Oliver’s (1997) four-stage loyalty theory and attempted to discuss the attitudinal and behavioral loyalty development process of spa-going tourists. Data was collected from a total of 310 tourists who visited Spas in Malaysia using a survey questionnaire. Purposive sampling was used to draw the sample and SEM approach was used in the study to assess the model. Results of the study indicated that cognitive image significantly influence affect, conative intention, and behavioral loyalty; moreover, affect was also proved to be a significant predictor of conative intention and behavioral loyalty. Therefore, spas in Malaysia need to pay attention to develop and maintain better marketing and management strategies in order to improve tourists’ attitudinal and behavioral loyalty aspects.
Is Pia (Pakistan International Airlines) Up to the Mark? An Assessment of Its Service Quality and Resulting Customer Satisfaction
This paper aims to investigate how service quality is perceived by customers of Pakistani Islamic... more This paper aims to investigate how service quality is perceived by customers of Pakistani Islamic and conventional banks keeping the focus on three major cities of Peshawar, Karachi and
For decades, an important area to consider by hotel industry is service quality.It is, therefore,... more For decades, an important area to consider by hotel industry is service quality.It is, therefore, important for the service providers to understand not only customer expectations and perceptions but also the influencing factors towards their evaluation and satisfaction with the services provided. Therefore, this paper examines and measures the quality of services provided by hotels in Chitral area (Pakistan). Empirical research is used to determine guests' expectations and perceptions of the quality of service using a scale that was adopted from "SERVQUAL".The findings of this study are based on the gap between the mean scores of guest's expectation and perception. Two items reported positive scores, while the remaining items scores negative values which is the result of shortfalls in offering service quality and the guests' perceived value of the services less than their expectations based on measured variables. The findings help Chitral hoteliers to improve their service quality in order to fulfilthe shortcomings in their offered services.
ABSTRACT The purpose of this study is to test the relationships between physical environment, pri... more ABSTRACT
The purpose of this study is to test the relationships between
physical environment, price perceptions, consumption emotions,
and customer satisfaction in Chinese resort hotels. Five
hundred self-administered questionnaires were distributed, and
340 were returned. Findings from this study reveal that the
physical environment is a significant predictor of consumption
emotions and price perceptions, which in turn affect customer
satisfaction. Moreover, consumption emotions and price perceptions
significantly mediate the relationship between physical
environment and customer satisfaction. The management
of resort hotels needs to consider that an attractive physical
environment can be used for developing positive consumption
emotions and price perceptions among customers, which may
then increase their satisfaction.
In recent literature on creative tourism, consumers are treated as co-creators of experiences dur... more In recent literature on creative tourism, consumers are treated as co-creators of experiences during consumption. However, most scholarly studies have focused on the management perspective. To date, few empirical studies have focused on the concept of creative tourism from tourists’ perspective. This points to a need of more sophisticated analysis of creative
tourism based on consumer perspectives to assess creative- tourism experiences and their consequences. This study aims to bridge this research gap by examining the effect of
creative tourists’ experience on their satisfaction, nostalgia intensity and behavioral intentions. A quantitative study using a self-administered questionnaire was conducted in
the Malaysian states of Terengganu and Kedah. The sample comprised of 293 respondents and the purposive sampling technique was used. Creative tourists’ experience was
measured using a five-dimensional scale (escape and recognition, peace of mind, unique involvement, interactivity, and learning). PLS based SEM was used to analyze the data and
the findings show that all five dimensions of creative tourists’ experience are good predictors of their satisfaction, nostalgic intensity and behavioral intentions. The proposed model and findings can greatly help researchers and practitioners to understand the concept of creative-tourist experience and its complex relationships with their satisfaction, nostalgia intensity and behavioral intentions. Findings from this study imply that service providers should focus on designing unique, interactive, and educational activities and ensure to fulfil other psychological motives of tourists such as escape and peace of mind. This study contributes to literature by validating a five dimensional scale of creative tourists’ experience and its various post-consumption consequences.
Abstract: This study aims to investigate the effect of green positioning strategies towards produ... more Abstract: This study aims to investigate the effect of green positioning
strategies towards product attitudes and customer’s intentions to purchase. Data
was collected from 500 customers of Giant and Econ save supermarket by
distributing the questionnaires. Results of this study show that emotional
benefits and functional attributes have significant relationship with product
attributes and product attributes has significant relationship with purchase
intentions. Findings from this study suggested that functional attributes and
emotional benefits have become an important aspect in green product
positioning to convince the customers to buy the green products.
Purpose: Technological advances have become important feature of universities’ plans to improve t... more Purpose: Technological advances have become important feature of universities’ plans to improve the flexibility and accessibility in learning and teaching environment. For private universities, that are market driven, it is vital to assess if these technologies influence the perceptions and behaviour of their target beneficiaries. This study aims to explain the factors affecting students’ acceptance and usage of a lecture capture system – ReWIND, in a Malaysian university based on the UTAUT2 model.
Design/methodology/approach: The study is designed using causal research design in order to examine the cause-effect relationship between the study variables. Sample of the study consists of 398 students selected via purposive sampling. Data is collected using a 5 points likert scale covering UTAUT2’s factors and variables featuring ReWIND’s acceptance and usage. Partial least squares based structural equation modelling is used to analyse the data
Findings: The findings show that performance expectancy, effort expectancy, social influence, facilitating conditions, price-value, hedonic motivation and habit have significant influence on students’ acceptance and usage of ReWIND.
Research limitations/implications: This research examines the factors affecting students’ acceptance and usage of ReWIND in a Malaysian university. The main limitation of this study is that it focuses only on the factors highlighted in UTAUT2 model.
Practical implications: The results provide a useful framework to the universities for the successful implementation of student-friendly technologies such as ReWIND to enhance their learning experience.
Originality/value: Responding to the need of studies validating the UTAUT2 model in the adoption and use of different technologies, this study contributes to the literature by extending the UTAUT2 into the context of LCS at a private university in a developing country.
Purpose – This study aims to examine student’s foodservice experience and its effect on satisfact... more Purpose – This study aims to examine student’s foodservice experience and its effect on satisfaction, dining frequency and expenditures.
Design/methodology/approach – A total of 674 samples collected at a large Malaysian private university were used for data analysis. Structural equation modelling based on partial least squares method was conducted.
Findings – Results confirm that student foodservice experience significantly influences satisfaction, dining frequency and dining expenditure. Furthermore, four first-order constructs (product component, service component, price component and healthy component) are also validated on the designated second-order construct (customer foodservice experience).
Research limitations/implications – These findings indicate that on-campus foodservice operators should focus on student experience and satisfaction to increase visits and expenditures.
Originality/value – This study would enable on-campus foodservice operators to have a better understanding of various dimensions of foodservice experience which will lead to students’ satisfaction and encourage the development of their visits and expenditure.
The objective of this study is to examine the influence of an international airport‘s physical en... more The objective of this study is to examine the influence of an international airport‘s physical environment on passengers‘ delight and behavioural intentions. Moreover, this study also aimed to assess the moderating role of national identity on the relationship between physical environment and passengers‘ delight. A convenient sampling technique was used to select the sample. A total of 300 questionnaires were distributed at Kuala Lumpur International Airport, Malaysia, out of which 271 were returned and used for further analysis (90% response rate). The result from the finding suggests that physical environment in an international airport influences passengers‘ delight and behavioural intentions. Moreover, national identity portrayed in airport moderates the relationship between physical environment and passengers‘ delight. Overall, findings of this study extends the understanding of physical environment, passengers‘ delight and national identity in the context of
an international airport and offer implications for international airport authorities.
The purpose of this study is to investigate the relationships between service experience, emotion... more The purpose of this study is to investigate the relationships between service experience, emotions, satisfaction and price acceptance in Chinese resort hotels. A self-administered survey Downloaded by [Universiti Teknologi Malaysia] at 23:21 27 April 2015
The objective of this study is to examine the influence of physical environment on emotions, cust... more The objective of this study is to examine the influence of physical environment on emotions, customer satisfaction and behavioural intentions in Chinese resort hotel industry. A convenient sampling technique was used to select the sample. A total of 500 questionnaires were distributed to customers of resort hotels in four different cities of China out of which 170 were returned (35% response rate). The result from the finding suggests that customers who have higher perceptions of the physical environment are more likely to have positive emotions, increasing customer satisfaction and behavioural intentions. Therefore, Chinese resort hotels need to pay attention to upgrading their facilities in order to elicit positive emotion and maintain their relationship with customer satisfaction.
This study aims to investigate the effect of green positioning strategies towards product attitud... more This study aims to investigate the effect of green positioning strategies towards product attitudes and customer's intentions to purchase. Data was collected from 500 customers of Giant and Econ save supermarket by distributing the questionnaires. Results of this study show that emotional benefits and functional attributes have significant relationship with product attributes and product attributes has significant relationship with purchase intentions. Findings from this study suggested that functional attributes and emotional benefits have become an important aspect in green product positioning to convince the customers to buy the green products.
Purpose: The purpose of this paper is to assess foreigners and overseas Pakistanis’ evaluation of... more Purpose: The purpose of this paper is to assess foreigners and overseas Pakistanis’ evaluation of the quality of the services provided by Pakistan International Airlines (PIA) and its effect on customer satisfaction.
Design/methodology/approach: A convenience sample of 498 respondents was used to test the hypotheses of the study through structural equation modelling.
Findings: The results of this study indicate that all of the hypotheses are supported and customer satisfaction of PIA customers is influenced by all of the five service quality dimensions (AIRQUAL), including airline tangibles, terminal tangibles, personnel, empathy, and image.
Research limitations/implications: This research examines the relationship between service quality dimensions and customer satisfaction. The study focuses on the evaluation of overseas Pakistanis and foreigners regarding the service quality of PIA. The main limitation of this study is that it focuses on PIA: thus, the results cannot be generalised.
Practical implications: The results indicate that managers should focus on different dimensions of airline service quality in order to enhance customer satisfaction.
Originality/value: This study would enable PIA to have a better understanding of the effects of service quality, which will lead to passengers’ satisfaction and encourage the development of long-term relationships with their customers.
Despite extensive research on service quality and its consequences, there is still a lack of empi... more Despite extensive research on service quality and its consequences, there is still a lack of empirical research examining these variables in the context of resort hotels. In filling the gap, this study aims to assess service quality as determinant of customer satisfaction and resulting behavioural intentions in the context of Malaysian resort hotels. Based on the literature review, this study validates a new operationalization of service quality and hypothesises its significant effects on customer satisfaction and behavioural intentions. Based on convenience sampling, 425 questionnaires were received from the guests of Malaysian resort hotels. Structural equation modelling was used to analyse the collected data and the findings point out that, in general, guests were satisfied with the quality of the services provided by Malaysian resort hotels. It is also revealed that better perceptions of hotel ambience and staff courtesy, food and beverage products, staff performance and knowledge, reservation services and financial value were more likely to develop customer satisfaction which was, in turn, more likely to result in positive behavioural intentions such as revisit intentions or intentions to recommend it to others. The implications of these findings, limitation of the study and future research suggestions are also discussed.
This study aims to assess physical and social environments as determinants of customer experience... more This study aims to assess physical and social environments as determinants of customer
experiences with regard to guest satisfaction and intentions to revisit Malaysian resort hotels.
It examines a research framework constituting physical and social environment and analyses
the results of the survey to test the hypotheses. Questionnaires were distributed to customers
of resort hotels at Langkawi, Malaysia that were selected using convenience sampling. The
data collected were analysed using partial least squares based structural equation modelling
(PLS-SEM). The findings reveal that physical and social environments are good predictors of
customer satisfaction and revisit intentions. The results also indicate that customer satisfaction
contribute positively to revisit intentions. The implications and limitations of the study are
also discussed.
Heritage tourist experience, nostalgia, and behavioural intentions
Prior literature has mainly focused on the conceptualisation and examination of tourist behaviour... more Prior literature has mainly focused on the conceptualisation and examination of tourist behaviour in general. This study attempts to examine international business travellers’ experience with luxury hotel restaurants and propose foodservice experience as a key driver of satisfaction, dining frequency and dining expenditure in formation of causal relationships. A total of 278 questionnaires were collected to conduct statistical analysis. Partial least squares (PLS) based structural equation modelling (SEM) technique was performed to assess the proposed relationships. Empirical findings support the positive relationship between foodservice experience, customer satisfaction, their dining frequency and dining expenditure. It was found that customer satisfaction positively influences their dining expenditure while the proposed positive relationship between customer satisfaction and their dining frequency was not supported. Furthermore, the first order constructs on the designated second order construct support customer foodservice experience as second
order reflective construct with four dimensions comprising of product component, service component, price component and healthy component. The practical implications and limitation are discussed in detail.
Despite of the excellent growth of Spa industry in Malaysia over the last decade, research on the... more Despite of the excellent growth of Spa industry in Malaysia over the last decade, research on the formation of spa-going tourists is scant. To cater this research gap, the current study adopted Oliver’s (1997) four-stage loyalty theory and attempted to discuss the attitudinal and behavioral loyalty development process of spa-going tourists. Data was collected from a total of 310 tourists who visited Spas in Malaysia using a survey questionnaire. Purposive sampling was used to draw the sample and SEM approach was used in the study to assess the model. Results of the study indicated that cognitive image significantly influence affect, conative intention, and behavioral loyalty; moreover, affect was also proved to be a significant predictor of conative intention and behavioral loyalty. Therefore, spas in Malaysia need to pay attention to develop and maintain better marketing and management strategies in order to improve tourists’ attitudinal and behavioral loyalty aspects.