Experience Quality and Destination Loyalty in Malaysian Day Spas: Examining the Direct Role of the PMSE Model

Syukurriah Idrus; Aini Qamariah Mohd Yusof; Mohamad Hafifi Jamri; Mohd Sufiean Hassan; Norazira Mohd Abas; Zulkefli Muhammad Hanapiyah; Noor Afzaliza Nazira Ibrahim

doi:10.32479/irmm.23860

Authors

Syukurriah Idrus Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Aini Qamariah Mohd Yusof Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Mohamad Hafifi Jamri School of Multimedia Technology and Communication, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia,
Mohd Sufiean Hassan Faculty of Communication and Media Studies, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia.
Norazira Mohd Abas Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Zulkefli Muhammad Hanapiyah Faculty of Business and Management, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia,
Noor Afzaliza Nazira Ibrahim Faculty of Communication and Media Studies, Universiti Teknologi MARA, 78000 Alor Gajah, Melaka, Malaysia.

DOI:

https://doi.org/10.32479/irmm.23860

Keywords:

Experience Quality, Physical Experience, Mental Experience, Environmental Experience, Spiritual Experience

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 (β = .28, p < .001) and Mental (β = .21, p = .004) experiences significantly and positively influence loyalty, while Spiritual experience also contributes (β = .16, p = .022). Environmental effects were positive but not statistically significant (β = .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.