Template-Type: ReDIF-Article 1.0
Author-Name: Idrus, Syukurriah
Author-Name-First: Syukurriah
Author-Name-Last: Idrus
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Author-Name: Yusof, Aini Qamariah Mohd
Author-Name-First: Aini Qamariah Mohd
Author-Name-Last: Yusof
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Author-Name: Jamri, Mohamad Hafifi
Author-Name-First: Mohamad Hafifi
Author-Name-Last: Jamri
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: School of Multimedia Technology and Communication, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia,
Author-Name: Hassan, Mohd Sufiean
Author-Name-First: Mohd Sufiean
Author-Name-Last: Hassan
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Communication and Media Studies, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia.
Author-Name: Abas, Norazira Mohd
Author-Name-First: Norazira Mohd
Author-Name-Last: Abas
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Author-Name: Hanapiyah, Zulkefli Muhammad
Author-Name-First: Zulkefli Muhammad
Author-Name-Last: Hanapiyah
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Author-Name: Ibrahim, Noor Afzaliza Nazira
Author-Name-First: Noor Afzaliza Nazira
Author-Name-Last: Ibrahim
Author-Email: afzaliza@uitm.edu.my
Author-Workplace-Name: Faculty of Communication and Media Studies, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia.
Title: Experience Quality and Destination Loyalty in Malaysian Day Spas: Examining the Direct Role of the PMSE Model
Abstract: This study investigates how experience quality at wellness day spas in Malaysia, conceptualised through physical, mental, spiritual, and environmental (PMSE) dimensions, influences destination loyalty. Grounded in the Experience Economy framework and recent PMSE developments, it tests a direct-effects model to identify which experiential factors most strongly drive repeat visits and recommendations. Data were collected from 320 spa-goers using a cross-sectional survey and analysed with PLS-SEM (SmartPLS 4). Measurement quality was satisfactory (loadings ? .70; CR = .84-.94; AVE = .57-.73; HTMT < .85). Model fit and predictive accuracy were acceptable (SRMR = .061; R² = .61; Q² = .37). Results show that Physical (? = .28, p < .001) and Mental (? = .21, p = .004) experiences significantly and positively influence loyalty, while Spiritual experience also contributes (? = .16, p = .022). Environmental effects were positive but not statistically significant (? = .10, p = .078). The findings highlight the importance of tangible service quality, treatment excellence, and cognitive-affective restoration in enhancing loyalty, with spiritual uplift offering additional benefits. The study contributes to experience-quality theory and provides practical insights for spa operators and policymakers. Future research should explore longitudinal designs and mediated relationships involving satisfaction and trust.
Keywords: Experience Quality, Physical Experience, Mental Experience, Environmental Experience, Spiritual Experience
Journal: International Review of Management and Marketing
Pages: 658-665
Volume: 16
Issue: 5
Year: 2026
Month: 07
DOI: 10.32479/irmm.23860
File-URL: https://econjournals.com/index.php/irmm/article/download/23860/10253
File-Format: application/pdf
Handle: RePEc:eco:journ3:v:16:y:2026:i:5:id:23860