Improving service design for Thai massage and spa industry in the new normal and beyond

The Thai massage and spa service industry has been a source of revenue for Thailand for a long time, and massage therapists have traditionally found steady employment. Thai massage can be used as treatment for a wide variety of diseases as well as for relaxation. Disease therapy with Thai massage can have a significant positive impact. This industry has been dramatically affected by the COVID-19 pandemic and has struggled with its long-term consequences. The Total Quality Management Framework (TQM) can be used for improving organizational service performance and identifying how to implement a suggested strategy under changing conditions such as the COVID-19 crisis. As a result, the purpose of this study was to analyze difficulties and opportunities to enhance the service design of this industry during the COVID-19 crisis, to improve its service management using the TQM Framework, and explore industry preparedness for the post- COVID-19 phase. This study used a qualitative approach that included in-depth interviews to collect data from three massage and spa businesses in Phuket to acquire deep understanding and insightful information from direct experience, and a quantitative approach using questionnaire to examine the behavior and experience of customers using their services before and during the COVID-19 pandemic. Findings revealed that businesses had significant customer loss and a reduction in staff. The industry modified their COVID-19 prevention methods to attract more domestic consumers, and they managed staff reductions through job rotation, which requires multitasking abilities. In terms of preparation, staff must maintain good health to assure the safety of massage and spa customers, and businesses are considering hiring more staff in the future to accommodate consumer demand. This study provides useful guidance and recommendations concerning massage and spa service design to survive the COVID-19 crisis and prepare for future crises, as well as secondary data for future research.