PurposeThis research develops and tests a comprehensive hierarchical model of the behavioural intentions of day spa customers.Design/methodology/approachThe primary data was collected from the customers of 17 day spas throughout Thailand. EFA and SEM were used to analyse the data and test the interrelationships among service quality, customer satisfaction, perceived value, perceived switching costs and behavioural intentions. A third-order conceptualisation of service quality is also included in the modelling framework.FindingsCustomer satisfaction is the key determinant of behavioural intentions. Service quality and perceived value are two important descriptors of customer satisfaction. Service quality is the most important determinant of customer satisfaction, and customer satisfaction is the most significant antecedent of behavioural intentions. Service quality is a significant determinant of perceived value and perceived switching costs. Customer satisfaction plays a partial mediating role on the relationship between service quality and behavioural intentions and between perceived value and behavioural intentions.Originality/valueThere is a conceptual gap in the literature as no published empirical research on the day spa industry has comprehensively modelled the behavioural intentions of day spa customers. The comprehensive hierarchical modelling approach used in this study provides a complete and integrative analysis of the constructs under investigation in a day spa context and closes the research gap.

This current study aims to examine the role of social media marketing, brand awareness, value, and trust in local fashion brand loyalty. This study uses the affective-cognitive theory that stated to create an emotional response, a customer of a brand needs to evaluate the affective and cognitive stimuli provided by the brand. This current study focuses on investigating the effect of social media marketing and brand awareness (cognitive); trust and perceived value (affective) on loyalty. One hundred and fifty respondents from Indonesian local fashion brands have participated in the survey were recruited by using a purposive sampling technique. Structural Equation Modelling (AMOS 20) was used to analyze the data, through two steps: Confirmatory Factor Analysis (CFA) and hypothesis testing. The result of the CFA test confirmed that the indices were all acceptable. The results of the hypothesis testing show that social media marketing positively influenced customers' perceived value, brand awareness, and brand trust while brand loyalty is influenced by the marketing activity that is done through social media, the degree of customers' brand awareness, brand trust, and perceived value. Based on the result of this study, to make the customers loyal to the brand in the fashion industry, fashion-preneur must deliver the right social media marketing campaign.