Customer expectations can be extremely nebulous. This research identifies the demographic segmentations and their respective expectations for the spa market. Interviews were conducted and a subsequent questionnaire was employed to gather the voice of the customer and assess the expectations of spa clientele. All of the data was collected from luxury spas in Hawaii, and consisted of respondents from all over the world. Results of the survey suggest that while men want more tangible benefits of a spa, women prefer the experiential qualities of peace and rejuvenation. Additionally, those of lower to middle income focus on the atmosphere more than wealthier clients, who are looking for more long term spa benefits, such as a more youthful appearance.
Elrod, C. C., Stanley, S. M., Cudney, E. A., & Fisher, C. (2015). Empirical Study utilizing QFD to Develop an International Marketing Strategy. Sustainability, 7(8), pp. 10756-10769. MDPI AG.
The definitive version is available at https://doi.org/10.3390/su70810756
Business and Information Technology
Engineering Management and Systems Engineering
Keywords and Phrases
Demographic method; International tourism; Marketing; Questionnaire survey; Segmentation; Sustainability; Hawaii [United States]; United States; Customer satisfaction; Demographic segmentation; Marketing strategy; Spa; Tourism
International Standard Serial Number (ISSN)
Article - Journal
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01 Aug 2015