Factors That Satisfy Customers: Heavens Touch Spa

Nueva Ecija University of Science and Technology
Papaya Off-Campus Program

General Tinio, Nueva Ecija
Marketing Research:
Factors that Satisfy Customers: Heavens Touch Spa
Submitted to:
Mrs. Jennifer Bulawit EdD, MBA, LPT
NEUST INSTRUCTOR
As a Partial Fulfillment in the Requirements

In Marketing 3
Submitted by:
Ryan Jay L. Clariño
Joana Marie C. Amboy
Jessa D. Bulacan
Rafael M. Mendoza
BSBA-3
2019
1
Chapter I
The Problem and Its Setting
Introduction
Wellness and spa business in General Tinio (Papaya) is very few,
some businessmen established a wellness and spa in the town but after
a months or years it ends in closure even wellness and spa is one of
the fastest growing business. Wellness and spa industry is one of the
fastest growing industries in the world (Okech, 2014), while Spa
tourism is very popular worldwide (Kamata & Misui, 2015). According
to International Spa Association and its 2016 U.S. Spa Industry Study
(ISPA, 2016), total Spa visits were 2.1% higher in 2015 than 2014,
while an average visits per Spa rose 2.9% from 2014 to 2015.
Customer's satisfaction is one of the most important outcomes of
marketing activity. High quality of service can result in high
customer's satisfaction and increases customer's loyalty. (Kumar,
Kee, & Manshor, 2009).
The value of merely satisfying customers has been questioned
(Finn, 2009). In this regard, it is essential to understand perceived
service quality characteristics that can delight and build loyal
relationships with customers of spas. Customer delight is an
emotional response, such as joy and surprise, for an exceedingly
positive experience.
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On the past years, there are some individual or people who
attempt to establish spa business in General Tinio (Papaya). But some
of them did not succeed or they end in a closure. One of the reasons,
some customers prefers to go on another place for spa to pamper them
or for medical or wellness. Spa is ranked between medical and
wellness, depending on the purposes and types of treatments (Erfurt-
Cooper & Cooper, 2009) Do the spa business owners know what factors
satisfied customer of a spa? What is the customer considers in
choosing a spa? Why more of the residence of General Tinio (Papaya)
goes on other places to acquire a spa? Are they considering the
place? Are they considering the services offered? Or they are
considering the therapist who might handle them?
In this research, researcher will give an answer of all
questions regarding the customer satisfaction that may apply on our
spa business that we are planning to establish (Heaven’s Touch Spa)
or for other businessmen who want to start or establish a spa
business but they have no idea how they will maintain customer
satisfaction.
This research is all about the customers satisfaction of the
residence of General Tinio (Papaya) regarding on a spa, and how the
Heaven’s Touch Spa will be effective spa business in town of General
Tinio (Papaya) and how the potential spa customers will be satisfy in
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the services will be offer for them, thereby they will go back . Then
satisfaction from a past experience was positively related to
satisfaction with the current visit to the same destination, and then
feelings of satisfaction in the current visit affect the behavior
towards a revisit. (Supitchayangkool, 2012).
Researchers also focused on what services we can offer to our
potential customer that might satisfy them. This research is for our
spa business that we are going to establish which is Heaven’s Touch
Spa and for other spa businesses that want to be more effective in
attaining customer satisfaction.
Conceptual Framework
The customer satisfaction is directly link with the expectancy
level, and the expectancy differs from one customer to another. One
of the original service quality theories is that customers are
satisfied when their judgement of the service they have received
(perception) equals or exceeds what they expected. (Malik, 2012)
In order to satisfy customer a wellness and spa must always
consider the price of the service, service quality competence of the
staff and of course the facilities. According to Ratthasak Boonyarit
and Kullada Phetvaroon (2011), important strategies for a successful
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spa include the quality and variety of the services and products
being offered, the price range, the friendliness and competence of
the staff, design, atmosphere, ambience, and cleanliness of the
facilities.
For the purpose of this study, the researcher identified how spa
customers satisfy in terms of the factors such as price of the
service, service quality, staff and facilities. This study also aims
to identify the effective promotional strategies.
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Research Paradigm
INPUT PROCESS OUTPUT
1. Profile of the 1. Effective

respondents 1. Survey through
Promotional
1.1. Age
Questionnaires
1.2. Gender Strategies
1.3. Socioeconomic 2. Structured
Status
2. How may the factors Interview
satisfy the customer?
1.1. Price of the
services
1.2. Service Quality
1.3. Competence of the
staff
1.4. Design,
atmosphere,
ambience, and
cleanliness of the
facilities
Figure 1.0 Paradigm of the Study
As the table shows, first the researcher will identify first the
profile of the respondents to be able to know their age, gender, and
socioeconomic status. In addition, how may the factors satisfy the
customers in terms of price of the services, service quality,
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competence of the staff, design, atmosphere, ambience, and
cleanliness of the facilities. And what are the effective promotional
measures. On the other hand the process was survey through
questionnaires and structured interview. The outputs of this study
were the effective promotional strategies.
Statement of the Problem
This research study aims to determine the factors that satisfy
customers of a spa. Specifically, this research study aims to answer
the following questions:
1. How may the profile variables of the respondents be described
in terms of:
1.1. Age
1.2. Gender
1.3. Socioeconomic Status
2. How may the factors satisfy the customer be described in
terms of:
1.1. Price of the services
1.2. Service Quality
1.3. Competence of the staff
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1.4. Design, atmosphere, ambience and cleanliness of the
facilities
3. What are the effective promotional strategies?
Significance of the Study
The results of the study will be of great benefit to the
following:
Researcher. The result of the study will benefit the business
that we are going to establish to provide satisfaction to spa
customers.
Customers. To give the best services to spa customers.
Other Spa businesses. This study will provide information for
other spa business to improve their business strategies.
Other Researcher. This study may help other researcher as guide
in their research that similar to customer satisfaction and spa.
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Definition of Terms
Ambience. A feeling or mood associated with a particular place,
person, or thing : atmosphere.(Merriam Webster)
Atmosphere. Atmosphere of a place is the general impression that
you get of it.(Collins Dictionary)
Customer Expectations. Perceived value or benefits that the
customers seek when purchasing good or availing services.
(mbaskool.com)
Customer Satisfaction. Is indicates the fulfillment that
customer derive from doing business with a firm. In other words, it’s
how happy the customers are with their transaction and overall
experience with the company. (Merriam Webster)
Loyalty Card. A loyalty card program is an incentive plan that
allows a retail business to gather data about its customers.
(Techtarget.com)
Services. To provide with something that is needed or wanted.
(Merriam Webster)
Spa. A commercial establishment offering health and beauty
treatment through such means as steam baths, exercise equipment and
massage. (Oxford Dictionary)
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Chapter II
Review of Related Literature
Review of Related Literature and Studies
Related Literature
According to Mikee Dela Cruz of Zest Magazine (2009), in the
Philippines, as of end 2006, there were an estimated 87 spas
operating in Metro Manila alone, a figure 74% higher since 2003; and
with those offering spa services varying, as hotels and resorts
jumped on the bandwagon, with 20% spas located in hotels and resorts,
and 76% of spas stand-alone day spas. This according to Intelligent
Spas (IntelligentSpas.com), which released the Spa Industry Profile
Philippines 2003-2007 that also noted the growing size of spa
facilities (averaging 609 square metres), with an average of 10.9
treatment rooms, making them the largest across the Asia-Pacific
region. The growth in the Philippines is not just limited to Metro
Manila. In the Queen City of the South, Cebu City, for example, Spa
and Wellness Association of Cebu Inc. (Swac) president Johnie Lim
earlier noted in Sun Star that their local health and wellness
industry I expected to grow further this year, as more people seek
out spa services.
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Skogland and Siguaw (2010) stated that loyalty can be defined as
a deeply held commitment to re-buy or patronise a preferred product
or service consistently in the future, thereby causing repetitive
same-brand-set purchasing, despite situational influences and
marketing efforts having the potential to cause switching behaviour.
According to Barnes, Ponder and Dugar (2011), as there are
benefits for the service firm providing customer delight, it is
important to gather a greater understanding of the drivers of
customer delight from the customer’s perspective. Delight has been
shown to have powerful effects on both psychological and behavioural
customer variables (Barnes, Beauchamp and Webster 2010). For example,
firms that delight their customers are able to create emotional
bonds, stronger memories, higher levels of loyalty, commitment,
willingness to pay and word of mouth (e.g. Arnold et al. 2005;
Barnes, Beauchamp & Webster 2010).
According to Jani and Han, (2014), hotel spa loyalty is of the
utmost importance given the competitive nature of the hospitality
sector. The increasing expansion of hotels into other hospitality and
related areas amplifies the continuing importance of guest loyalty
and the need to ensure that guests repeated reservations at a
perceived favourite hotel.
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According to Onditi, A., Oginda, M., Ochieng, I., & Oso, W.
(2012), a concept which is very closely related with satisfaction and
loyalty is perceived quality, and the differences between these have
not always been very clearly defined. They have been used on occasion
in an indistinct manner. In an attempt to clarify the distinction
between satisfaction and perceived quality, satisfaction requires
previous consumption experience and depends on price, whereas quality
can be perceived without previous consumption experience and does not
normally depend on price. Service quality has been found to have a
profound input on customer satisfaction and loyalty as a whole and is
defined as the result of the comparison that customers make between
their expectations about a service and their perception of the way
the service has been performed.
Related Studies
According to Muzammil Hanif, Sehrish Hafeez, Adnan Riaz (2010),
factors affecting customer satisfaction is of worth importance in
order to know the reasons or the factors which are responsible to
create satisfaction among customers for a particular brand. Customer
satisfaction is established when brand fulfills the needs and desires
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of customers. The results showed that both the factors significantly
contributed to explain customer satisfaction but comparatively price
fairness had the larger impact on customer satisfaction than customer
services. Conclusion and implications of the study are also discussed
based on the analysis.
According to Anabela Elias-Almeida*, Francisco Javier Miranda,
Paulo Almeida (2015), delighted customers are those whose
expectations have been exceeded by the service provider. Competitors
in the hotel business need to go beyond what is expected in order to
satisfy the guest with an unpredictable positive experience.
According to Yu-Cheng Lee, Yu-Che Wang, Shu-Chiung Lu, Yi-Fang
Hsieh, Chih-Hung Chien, Sang-Bing Tsai and Weiwei Dong (2016),
customer satisfaction is the key factor for successful and depends
highly on the behaviors of frontline service providers. Customers
should be managed as assets, and that customers vary in their needs,
preferences, and buying behavior. The results show that perceived
quality had the greatest influence on the customer satisfaction for
satisfied and dissatisfied customers. In addition, in terms of
customer loyalty, the customer satisfaction is more important than
image for satisfied and dissatisfied customers.
13
In the study conducted by Vryoni, S. Bakirtzoglou, P., &
Ioannou, (2017), factor Analysis was used to identify the predictive
variables of customers’ satisfaction. Results indicated from the five
dimensions and twenty-two items of SERVQUAL model, willingness to
help the customer (responsiveness), management support in problem
solving situations (assurance), food and beverages (tangibles), feel
secure from danger (assurance), employees' commitment to the comfort
of their customers (empathy) and honest and empathic treatment of
customers (empathy)were the most predictive variables of Spa centers
customers’ satisfaction.
According to Moid Uddin, Md Salah Uddin (2019), body massage is
a service-oriented business that offers amenities to tourist to
satisfy their particular desires. It is one of the segments in
tourism industry in the modern world. The massage is given by using a
specific technique on body by following a unique culture.
Relationship of Related Literature and Study to Present Study
The relationship of the present study of a study conducted by
Muzammil Hanif, Sehrish Hafeez, Adnan Riaz (2010), as they stated
that “Factors affecting customer satisfaction is of worth importance
in order to know the reasons or the factors which are responsible to
create satisfaction among customers for a particular brand. Customer
14
satisfaction is established when brand fulfills the needs and desires
of customers.” Which also the present study is focused.
This study is focus on how the spa customers will be delighted to
attain customer satisfaction, this is the relationship of the present
study between the study conducted by [Anabela Elias-Almeida*,
Francisco Javier Miranda, Paulo Almeida (2015) Customer delight:
perception of hotel spa consumers]
Our research is about customer satisfaction of spa which also
conducted by the researchers Spyridoula Vryoni , Panteleimon
Bakirtzoglou and Panagiotis Ioannou (2017), they stated from the
results that the customers will be satisfied by the following,
willingness to help the customer (responsiveness), management support
in problem solving situations (assurance), food and beverages
(tangibles), feel secure from danger (assurance), employees'
commitment to the comfort of their customers (empathy) and honest and
empathic treatment of customers (empathy)were the most predictive
variables of Spa centers customers’ satisfaction.
15
Relationship of Related Literature and Study to Current Study
According to Lee et al. Spingerplus (2016) customer satisfaction
is the key factor for successful and depends highly on the behaviors
of frontline service providers. Customers should be managed as
assets, and that customers vary in their needs, preferences, and
buying behavior. The results show that perceived quality had the
greatest influence on the customer satisfaction for satisfied and
dissatisfied customers. In addition, in terms of customer loyalty,
the customer satisfaction is more important than image for satisfied
and dissatisfied customers; while according to Moid Uddin, Md Sallah
Uddin (2019) According to Moid Uddin, Md Salah Uddin (2019), body
massage is a service-oriented business that offers amenities to
tourist to satisfy their particular desires. Both study focus on the
satisfaction of the customers which also the researcher’s aim is to
give the satisfaction of the goers.
In this study conducted by Moid Uddin, Md Salah Uddin (2019), to
satisfy customer is to offer what are the best services that can
achieve the level of satisfaction to lead to customer delight also
the aim of research conducted by (Anabela Elias-Almeida*, Francisco
Javier Miranda, Paulo Almeida ( 2015).
For Moid Uddin, Md Salah Uddin (2019), body massage is a
service-oriented business that offers amenities to tourist to satisfy
16
their particular desires. Also related to study of Muzammil Hanif,
Sehrish Hafeez, Adnan Riaz (2010), as they stated in their study
customer satisfaction is established when brand fulfills the needs
and desires of customers. Their study both proves that to satisfy
customers is to give or exceed their wants.
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Chapter III
Research Methodology
In this chapter it provide information on the research method of
our study, it deals with the research design, research locale,
respondents, sampling technique, research instruments, validation of
the instruments, administration of the research instrument and
statistical treatment of data.
Research Design
The researcher used descriptive method to describe the
characteristics of the population or phenomenon that is being
studied. This methodology focuses more on “what” of the research
subject rather the “why” of the research subject. This method focuses
on describing the nature of demographic segment, focusing on “why” a
certain phenomenon occurs. The aim of this research is to know and
determine the factors that satisfy customers of a spa.
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Research Locale
Figure 2.0 Location Map
The researcher conducted the study in selected 4 barangays of
General Tinio (Papaya) which are Sampaguita, Poblacion Central,
Conception and Rio Chico. According to the 2015 census, General Tinio
has a population of 47,865 people.
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Respondents
The objective of this research is to know what are the factors
that satisfy customer on spa in General Tinio (Papaya). The target
respondents are those who have experience spa massage or have been a
customer of spa. The respondents are from four selected barangay
which are Sampaguita, Rio Chico, Pob. Central, Pob. West, and
Concepcion. The respondents will answer survey through questionnaires
prepared.
Barangay Population
Sampaguita 1,788
Rio Chico 9,608
Concepcion 6,695
Poblacion Central 1,611
TOTAL POPULATION 19,702
Table 1 Distribution of Respondents
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SLOVINS FORMULA: n = N/ (1+Ne 2)
Where: N = Total Population
e = Error of Margin
n = Number of Sampling
Given:
N = 19,702
e = 5%
n = ?
Solution:
n = 19,702/ (1+19,702x0.052)
n = 19,702/ (1+19,702x0.0025)
n = 19,702/ (1+49.255)
n = 19,702/50.255
n = 392.04 or approx. 392
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Sampling Technique
The respondents chosen are from selected five barangays in General
Tinio (Papaya) who have been experienced spa or are those spa
customers.
The type of sampling that we used in this study is Judgemental (or
Purposive) Sampling also known as selective, or subjective, sampling,
this technique relies on the judgement of the researcher when
choosing who to ask to participate. Researchers may implicitly thus
choose a “representative” sample to suit their needs, or specifically
approach individuals with certain characteristics. This approach is
often used by the media when canvassing the public for opinions and
in qualitative research.
Research Instrument
The researcher will conduct a survey by means of questionnaires
with the instructions that can easily understand by the respondents.
Questions are related to the topic of the study.
A questionnaire is a research instrument consisting of a series of
questions for the purpose of gathering information from respondents.
Questionnaires can be thought of as a kind of written interview. They
can be carried out face to face, by telephone, computer or post.
22
Administration of Research Instrument
The researcher wrote a letter to the Campus Administrator to ask
permission for them to conduct this study. After the permission the
researchers distributed the questionnaires and guided the
respondents.
Validation of Instrument
The questions on questionnaires are related to the topic on what
are the factors that satisfy customers of a spa. The questionnaires
are evaluated by experts or people who understand the topic. The
research adviser is the one who validated the questionnaires. The
result of the revision is the basis of improvements, by that the
questionnaires will be easily understand by the respondents.
Statistical Treatment of Data
The researchers used statistical method in order to analyse,
interpret and tabulate the data and information gathered from the
respondents of the study. The researchers interpret and analysed the
data using the following statistical tool:
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1. Frequency and Percentage distribution was used to determine the
frequencies of the respondent responses using the formula:
P = F f/N x 100
Where: P = Percentage of the distribution
f = Frequency of an item or response
N = Total Number of Respondents
2. Weighted Mean was used in order to rate the information
collected from the respondents with its formula:
fx
WM = ∑
n
Where: WM = Weighted Mean
x = Weight of each scale item value
f = Frequency of the responses
To rate the items the following scale were used:
24
Rating Verbal Interpretation

4 Strongly Agree
3 Agree
2 Disagree
1 Strongly Agree
For the Verbal interpretation of the weighted mean, the
following scale was used:
Weighted Mean Verbal Interpretation

3.25 – 4.00 Strongly Agree
2.50 – 3.24 Agree
1.75 – 2.49 Disagree
1.00 – 1.74 Strongly Disagree
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Chapter IV
Presentation, Analysis and Interpretation of Data
This chapter deals with the presentation, analysis and
interpretation of data.
Table 1
Distribution of the Respondents as to Age
Age F %
16 – 25 104 26.53
26 – 35 125 31.89
36 – 45 126 32.14
46 and above 37 9.44
TOTAL 392 100
Shown on table 1 is the distribution of the respondents as to
their age. It can be seen that 126 or 32.14% of the total respondents
belonged to age 36 – 45; while 125 or 31.89% of the total respondents
were aged 26 – 35 and 104 or 26.53% of the total respondents were
aged 16 – 25 and 37 or 9.44% belonged to age 46 and above.
The data showed that most of the respondents were 36 – 45 years
old. According to Mary Bemis (2009), the average age of a spa-goer is
41, and two out of five spa-goers are under 35; 87 percent are white,
5 percent are African-American, and 4 percent are of Asian descent.
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Table 2
Distribution of the Respondents as Gender
Gender F %
Male 132 33.67
Female 260 66.33
TOTAL 392 100
As the table 2 shows the distribution of the respondents as to
their gender. Data revealed that the female has the 260 or 66.33% of
the total respondents; while male has 132 or 33.67% of the total
respondents.
Data showed that majority of the respondents were female.
According to Smith and Puczko (2009), mainly women are involved in
wellness activities. The reason for this is that women have always
been far more interested in physical appearance, weight issues, make-
up, and hair care than men. This is partly due to social expectation,
fashion, media pressure, and so forth, but it has meant that day spas
and beauty salons are more regularly frequented by women.
Table 3
Distribution of the respondents as to their socioeconomic status
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Monthly Income F %
5,000 – 10,000 151 38.52
10,001 – 20,000 141 35.97
20,001 – 25,000 74 18.88
25,001 and above 26 6.63
TOTAL 392 100
Shown on table 3 is the distribution of the respondents as to
their socioeconomic status. It can be seen that 151 or 38.52% of the
total respondents has monthly income of 5,000 – 10,000; while 141 or
35.97% has monthly income of 10,001 – 20,000 and 74 or 18.88% of the
respondents has monthly income ranging to 20,001 – 25,000 and 26 or
6.63% of the total respondents has 25,001 and above of monthly
income.
Data showed that majority of the respondents has monthly income
ranging 5,000 – 10,000. According to the study conducted by Athena H.
N. Mak, Kevin K. F. Wong and Richard C. Y. Chang (2009), the result
of their study implies that the respondents with a lower income might
regard the spa experience as an activity that facilitates bonding
with friends and family, whereas those with a relatively higher
income might regard the spa experience as more of a personal retreat.
Table 4
Factors that Satisfy Customer: Heaven’s Touch Spa as to Price of the
service Factor
 Price of the Service Factor Weighted Verbal
Mean Description
1. I always consider the price of services 2.99 Agree
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even I did not try the services before.
2. I go for well-known spa even the services 2.90 Agree

is expensive.
3. I always think that the most expensive 2.98 Agree
services are the best that can satisfy my
need.
Average Weighted Mean 2.96 Agree
Table 4 shows the price of the services factor. It can be seen
that the item number 1 that says “I always consider the price of
services even I did not try the services before.” got the highest
weighted mean of 2.99 with the verbal description of Agree; it
followed by the item number 3 that says “I always think that the most
expensive services are the best that can satisfy my need” with the
weighted mean of 2.98 with the verbal description of Agree.
Meanwhile the number 2 that says “I go for well-known spa even
the services is expensive” got the lowest weighted mean of 2.90 with
the verbal description of Agree.
Price reasonability also plays an important role in creating the
customer satisfaction. According to Imran, Safwan, Rehman, Afzal, Ali
and Ali (2010) found that price reasonability and consumer
satisfaction are significantly associated with each other.
Muzammil Hanif (2010) argued that both customer services and
price fairness are important in creating customer satisfaction. These
29
factors also influence each other in one regard or the other.
Customer satisfaction and price fairness has strong relationship, if
price fairness exist then it would add to customer satisfaction.
Similarly customer services and customer satisfaction also have great
link, good services would make customers feel more satisfied though
price fairness.
Table 5
Factors that Satisfy Customer: Heaven’s Touch Spa as to Quality
service Factor
 Quality service Factor Weighted Verbal Description
30
Mean
1. I go for the service quality 2.86 Agree

than the price of it.
2. I always check the reviews or 3.17 Agree
feedback of the services before
I try for it.
3. I go for spa even I did not try 2.82 Agree
the services before.
Table 5 shows the service quality factor. It can be seen that
the item number 2 that says “I always check the reviews or feedback
of the services before I try for it” got the highest weighted mean of
3.17 with the verbal description of Agree; it followed by the item 1
that says “I go for the service quality than the price of it” with
the weighted mean of 2.86 with the verbal description of Agree.
However, the item number 3 that says “I go for spa even I did
not try the services before” got the lowest weighted mean of 2.82
with the verbal description of agree.
Service quality is the most important factor in a spa business.
Improving the service quality can drive any business into success.
Yilmaz, (2009) argued that service quality is crucial to the success
of any service organization. According to Kumar, Kee, & Manshor
(2009). high quality of service can result in high customer's
satisfaction and increases customer's loyalty.
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Table 6
Factors that Satisfy Customer: Heaven’s Touch Spa as to Competence of
the staff Factor
 Competence of the staff Factor Weighted Verbal
Mean Description
1. I always choose the therapist who will 3.21 Agree

handle me.
2. I go on the same spa because I always feel 3.18 Agree
welcome by entertaining of staff.
3. I always check if the therapist is 3.22 Agree

competent on his/her job before the
service.
Table 6 shows the competence of the staff factor. It can be seen
that the item number 3 that says “I always check if the therapist is
competent on his/her job before the service” got the highest weighted
mean of 3.22 with the verbal description of Agree; it followed by the
item number 1 that says “I always choose the therapist who will
handle me” with the weighted mean of 3.21 with the verbal description
of Agree.
On the other hand, the item number 2 that says “I go on the same
spa because I always feel welcome by entertaining of staff” got the
lowest weighted mean of 3.18 with the verbal description of Agree.
In order to attain customer satisfaction the employee who works
with customers must be competent on his job in order to give the best
service that the customer’s expecting. According to Schreiner, Erin
32
of Chron.com (2019), keeping customers satisfied and retaining them
is vital to continued success. Often, the employees who work face-to
face with these customers are the ones who determine their levels of
satisfaction. Only those who interact face-to-face can ensure that
they are truly satisfied.
Table 7
Factors that Satisfy Customer: Heaven’s Touch Spa as to Design,
atmosphere, ambience and cleanliness of the facilities Factor
 Design, atmosphere, ambience and Weighted Verbal

cleanliness of the facilities Factor Mean Description
1. I consider the design or decoration of the 3.30 Strongly

facility in choosing a spa. Agree
2. I consider the cleanliness of the facility 3.40 Strongly
33
in choosing a spa. Agree
3. I consider the ambience of the facility in 3.29 Strongly

choosing a spa. Agree
Average Weighted Mean 3.33 Strongly

Agree
Table 7 shows the Design, atmosphere, ambience and cleanliness
of the facilities factor. It can be seen that the item number 2 that
says “I consider the cleanliness of the facility in choosing a spa”
got the highest weighted mean of 3.40 with the verbal description of
Strongly Agree; it followed by the item number 1 that says “I
consider the design or decoration of the facility in choosing a spa”
with the weighted mean of 3.30 with the verbal description of
Strongly Agree.
On the other hand, the item number 3 that says “I consider the
ambience of the facility in choosing a spa” got the lowest weighted
mean of 3.29 with the verbal description of Strongly Agree.
Customers are checking the cleanliness and also looking on the
design or decoration of the facilities of the spa they are going.
According to Boonyari, R., & Phetvaroon, K. (2011), Boonyari, R., &
Phetvaroon, K. (2011), many customers were impressed by the spa
because of the peaceful atmosphere, attractive design, and
friendliness of the staff. Because of the peaceful atmosphere,
34
attractive design, and friendliness of the staff. According to
Goodspaguide.co.uk (2013) A spa should have a relaxed and positive
atmosphere, and be pleasing to the senses -- the spa should look
good, smell good, and it should be peaceful and comfortable. Without
adequate comfortable facilities, the customer can easily be
dissatisfied. According to Anabela Elias-Almeida, Francisco Javier
Miranda, Paulo Almeida (2016), spa facilities are very important in
achieving satisfaction.
Table 8
Table of Weighted Mean Summary
Factors Average Verbal
Weighted mean Description
Price of the Service 2.96 Agree
Service Quality 2.95 Agree
35
Competence of the Staff 3.20 Agree
Design, atmosphere, ambience and 3.33 Strongly
cleanliness of the facilities Agree
Table 8 shows the summary of weighted mean. It can be seen that
Design, atmosphere, ambience and cleanliness of the facilities factor
got the highest average weighted mean of 3.33 with the verbal
description of Strongly Agree; it followed by the competence of the
staff factor with the average weighted mean of 3.20 and verbally
interpreted as Agree, and price of the service factor with average
weighted mean of 2.96 and the verbal description of Agree.
However, service quality factor got the lowest average weighted
mean of 2.95 and verbally interpreted as Agree.
According to Hanif, M., Hafeez, S., & Riaz, A. (2010), factors
affecting customer satisfaction is of worth importance in order to
know the reasons or the factors which are responsible to create
satisfaction among customers for a particular brand. Customer
satisfaction is established when brand fulfils the needs and desires
of customers.
Table 9
Factors that Satisfy Customer: Heaven’s Touch Spa as to Promotional
Strategies
 Promotional Strategies Weighted Verbal
36
Mean Description
1. I try to book spa in social media 2.70 Agree

pages.
2. I look for the spa in social media 2.78 Agree
because of convenience.
3. I follow some spa pages on social 2.70 Agree
media.
4. I avail loyalty card because I always 2.94 Agree
been a customer of a spa.
5. I avail loyalty card because of its 2.89 Agree
benefit of free service every person I
refer.
6. I avail coupons offered by a spa 2.80 Agree
before.
7. I avail coupons because i been a loyal 2.86 Agree
customer of a spa.
8. I redeem a coupon every holiday season 2.89 Agree
to get a free massage before.
Table 9 shows the Promotional Strategies factor. It can be seen
that the item number 4 that says “I avail loyalty card because I
always been a customer of a spa” got the highest weighted mean of
2.94 with the verbal description of Agree; it followed by the items
number 5 and 8 that says “I avail loyalty card because of its benefit
of free service every person I refer” and “I redeem a coupon every
holiday season to get a free massage before” both with the weighted
mean of 2.89 with the verbal description of Agree and item number 7
that says “I avail coupons because i been a loyal customer of a spa”
with the weighted mean of 2.86 with the verbal description of Agree.
37
Meanwhile, the items number 1 and 3 that says “I try to book spa
in social media pages” and “I follow some spa pages on social media”
both got the lowest weighted mean of 2.70 with the verbal description
of Disagree; followed by the item number 2 that says “I look for the
spa in social media because of convenience” with the weighted mean of
2.78 with the verbal description of Agree and the item number 6 that
says “I avail coupons offered by a spa before” with the weighted mean
of 2.80 with the verbal description of Agree.
According to Wiser (2017) of Upwork.com, promotions are another
big factor that affects customer satisfaction. A survey
from RetailMeNot showed that coupons can affect brain chemistry and
can make customers happier. The research concluded that an online
shopper who received a $10 coupon was 11 percent happier, and had 38
percent higher oxytocin levels than those who didn’t get a discount.
Providing the occasional discount can chemically make a customer
happier, resulting in a more satisfied customer, who may spend more
in the future and can become a loyal shopper.
On the survey question that says “If you have any suggestion of
a promo what it would be?”
Our respondents suggested:
38
 Seasonal/Holiday Promo
 Couple Promo
 Daily Special Promo
 Free Wi-Fi
 Discount every Mother/father’s Day
 Birthday Promo
The respondents suggested a variety of sales promotion that
probably they are expecting or they are looking in terms of choosing
a spa. These promotions might feel them satisfied when a spa offers
these promotions and discounts. According to Min-Jee Hwang (2017),
promotions are another big factor that affects customer
satisfaction. A survey from RetailMeNot showed that coupons can
affect brain chemistry and can make customers happier. The research
concluded that an online shopper who received a $10 coupon was 11
percent happier, and had 38 percent higher oxytocin levels than
those who didn’t get a discount. Providing the occasional discount
can chemically make a customer happier, resulting in a more
satisfied customer, who may spend more in the future and can become
a loyal shopper.
Table 10
Propose Promotional Strategies
Factors Propose
1. Price Loyalty card which is entitled of
15% discount increasing 5% per
year, but not to exceed 50% (only
39
for active customers)

Offer a discount or special
offers every holiday season
Give discounts or special offers
on mother and father’s day
4. Service Various special offers daily
A customer can get free service
coupon in his 10th visit
6. Staff Create a Facebook page that
operate by the staff so the
customers can easily book for a
session
7. Facility Free Wi-Fi access for waiting
customers
Air-conditioned room
Comfort rooms must always clean
Refreshing Scent
Chapter V
Summary, Conclusion, Recommendation
This chapter presents the summary, conclusion and recommendation
drawn from the data gathered.
Summary of findings
I. Profile of the respondents
Age
Data showed that 126 or 32.14% of the total respondents belonged
to age 36 – 45; while 125 or 31.89% of the total respondents were
40
aged 26 – 35 and 104 or 26.53% of the total respondents were aged
16 – 25 and 37 or 9.44% belonged to age 46 and above.
Gender
According to the data gathered, 260 or 66.33% of the total
respondents belonged to female; while 132 or 33.67% of the total
respondents belonged to male.
Socioeconomic Status
Data revealed that 151 or 38.52% of the total respondents has
monthly income of 5,000 – 10,000; while 141 or 35.97% has monthly
income of 10,001 – 20,000 and 74 or 18.88% of the respondents has
monthly income ranging to 20001 – 25000 and 26 or 6.63% of the total
respondents has 25,001 and above of monthly income.
II. Factors that satisfy customers.
A. Price of services
It can be seen that the item number 1 that says “I always
consider the price of services even I did not try the services
before.” got the highest weighted mean of 2.99 and verbally
interpreted as Agree; it followed by the item number 3 that says “I
always think that the most expensive services are the best that can
satisfy my need” with the weighted mean of 2.98 with the verbal
41
description of Agree. Meanwhile the number 2 that says “I go for
well-known spa even the services is expensive” got the lowest
weighted mean of 2.90 and verbally interpreted as Agree.
B. Quality of services
It can be seen that the item number 2 that says “I always check
the reviews or feedback of the services before I try for it” got the
highest weighted mean of 3.17 and verbally interpreted Agree; it
followed by the item 1 that says “I go for the service quality than
the price of it” with the weighted mean of 2.86 with the verbal
description of Agree. However, the item number 3 that says “I go for
spa even I did not try the services before” got the lowest weighted
mean of 2.82 and verbally interpreted as agree.
C. Competence of the Staff
It can be seen that the item number 3 that says “I always check
if the therapist is competent on his/her job before the service” got
the highest weighted mean of 3.22 and verbally interpreted as Agree;
it followed by the item number 1 that says “I always choose the
therapist who will handle me” with the weighted mean of 3.21 with the
verbal description of Agree. On the other hand, the item number 2
that says “I go on the same spa because I always feel welcome by
42
entertaining of staff” got the lowest weighted mean of 3.18 and
verbally interpreted as Agree
D. Design, atmosphere, ambience, and cleanliness of the
facilities
It can be seen that the item number 2 that says “I consider the
cleanliness of the facility in choosing a spa” got the highest
weighted mean of 3.40 and verbally interpreted as Strongly Agree; it
followed by the item number 1 that says “I consider the design or
decoration of the facility in choosing a spa” with the weighted mean
of 3.30 with the verbal description of Strongly Agree. On the other
hand, the item number 3 that says “I consider the ambience of the
facility in choosing a spa” got the lowest weighted mean of 3.29 and
verbally interpreted as Strongly Agree.
E. Summary of weighted mean
Based on the data gathered, atmosphere, ambience and cleanliness
of the facilities factor got the highest average weighted mean of
3.33 with the verbal description of Strongly Agree; it followed by
the competence of the staff factor with the average weighted mean of
3.20 and verbally interpreted as Agree, and price of the service
factor with average weighted mean of 2.96 and the verbal description
of Agree. However, service quality factor got the lowest average
weighted mean of 2.95 and verbally interpreted as Agree.
43
III. Promotional Strategies
It can be noted that the item number 4 that says “I avail
loyalty card because I always been a customer of a spa” got the
highest weighted mean of 2.94 and verbally interpreted as Agree; it
followed by the items number 5 and 8 that says “I avail loyalty card
because of its benefit of free service every person I refer” and “I
redeem a coupon every holiday season to get a free massage before”
both with the weighted mean of 2.89 with the verbal description of
Agree and item number 7 that says “I avail coupons because i been a
loyal customer of a spa” with the weighted mean of 2.86 and verbally
interpreted as Agree. However, the items number 1 and 3 that says “I
try to book spa in social media pages” and “I follow some spa pages
on social media” both got the lowest weighted mean of 2.70 with the
verbal description of Disagree; followed by the item number 2 that
says “I look for the spa in social media because of convenience” with
the weighted mean of 2.78 with the verbal description of Agree and
the item number 6 that says “I avail coupons offered by a spa before”
with the weighted mean of 2.80 and verbally interpreted as Agree. The
respondents suggested a variety of sales promotion that probably they
are expecting or they are looking in terms of choosing a spa such as
holiday Promo, couple Promo, daily special promo, free Wi-Fi,
discount every mother/father’s Day, and a special offers or discounts
44
for the customer who celebrate his birthday. These promotions might
feel them satisfied when a spa offers these promotions and discounts.
Conclusions
1. Majority of the respondents were aged 36 – 45 years old, it
probably says that most of the spa goers were parents or adults.
Most of the respondents were female it is because female are
more conscious on their health and body than male. And most
number of the respondents has a monthly income ranging to 5,000
– 10,000.
2. As to factors that satisfy customers, in terms of the price of
the services, most of the respondents considering the price even
they did not tried the services before, it is because the price
is always the first they, if they saw it is cheap they are more
willing to try the service.
3. In terms of the service quality factor, majority of the
respondents always check first the feedback and reviews of the
service before they try, they do this because they want to
assure that it is safe for them or if it is worth paying for.
4. In terms of the competence of the staff, based on the data
gathered most of the respondents, always check if their
therapist are competent on his job before they do the service or
45
massage on them, it is because they want to assure if they will
be safe on the hand of the therapist.
5. The factor which got the highest average weighted mean was the
design, atmosphere, ambience and cleanliness of the facilities
with average weighted mean of 3.33. The study found out that the
spa customers always consider the facilities of the spa they are
going, most important is the cleanliness. Some of the customers
are conscious on their health or others have health issues that
could be dangerous if they come in contact with germs, bacteria
or fungus.
Recommendation
Based on the findings and conclusion drawn from the study
conducted, the following are hereby recommended:
1. Most of the respondents were 36 – 45 years old, this this
indicates that most of the spa goers are parents so a spa should
more focus on giving promotions on parents like offering a
parents day promo. Most of the respondents were female, a spa
can make the facilities more feminine. Based on their monthly
income majority of them has only 5,000 to 10,000 monthly income,
give discounts and special offers every end of the month.
2. The spa should have fair pricing on their services, the price is
one of the factors the customers are looking. If the service is
46
expensive the customer is expecting a high quality service for
it, and it must be given what the customer is paying for. Make
sure that the good customer services is always maintained in
order to get a good feedback. Because some of the customers
before they are going to a spa they sometimes check the
feedbacks. The employee, staff and most important is the
therapist should undergone in training and they must have a
certificate or any proof of training before hiring them to
ensure the good customer service. For the owners of the spas,
the top priority must be the maintaining of high standards of
spa cleanliness among all areas of the spa, including bathrooms,
floors, countertops, and all spa equipment.
3. You may employ the proposed promotional strategy that we made.
For the price factor, we propose loyalty card which is entitled
of 15% discount increasing 5% per year, but not to exceed 50%
(only for active customers), a discount or special offers every
holiday season, and give discounts or special offers on mother
and father’s day. As to service factor, we propose to have
various special offers daily and a free service coupon in the
10th visit of the customer. For the staff factor, create a
Facebook page that operates by the staff so the customers can
easily book for a session. As to facilities, free Wi-Fi access
47
for waiting customers, air-conditioned room, comfort rooms must
always clean and refreshing Scent.
48
References
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coastal resorts in Kenya. Athens Journal of Tourism
Kamata, H., & Misui, Y. (2015). Why do they choose a SPA destination?
The case of Japanese tourists. Tourism Economics
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Kumar, M., Kee, F.T., & Manshor, A.T. (2009). Determining the
relative importance of critical factors in delivering service quality
of banks: an application of dominance analysis in SERVQUAL Model.
Managing Service Quality,
Finn, A., (2009). Generalizability modeling of the foundations of
customer delight. Journal of Modelling Management
Surat Supitchayangkool .(2012) The Differences between
Satisfied/Dissatisfied Tourists towards Service Quality and
Revisiting Pattaya, Thailand
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and Mediating Role of Perceived Value. International Journal of
Marketing Studies
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Boonyari, R., & Phetvaroon, K. (2011). Spa service quality: The case
of the Andaman tourism cluster (Phuket, Phang Nga and Krabi),
Thailand. Journal of Tourism, Hospitality & Culinary Arts
Skogland, I.& Siguaw, D. (2010). Are your satisfied customers loyal?
Cornell Hotel and Restaurant Administration Quarterly
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ambience, and loyalty: Testing their relationships in the hotel
industry. International Journal of Hospitality Management
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(2015) Customer delight: perception of hotel spa consumers
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S. B., & Dong, W. (2016). An empirical research on customer
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satisfaction study: A consideration of different levels of
performance.
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Boonyari, R., & Phetvaroon, K. (2011). Spa service quality: The case
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Website Visited
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https://www.massagetherapy.com/articles/world-spa
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satisfaction-retention-12852.html
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promotions-to-improve-customer-satisfaction/
53

Factors That Satisfy Customers: Heavens Touch Spa

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Factors That Satisfy Customers: Heavens Touch Spa

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Nueva Ecija University of Science and Technology

Papaya Off-Campus Program

As a Partial Fulfillment in the Requirements

Wellness and spa business in General Tinio (Papaya) is very few,

a months or years it ends in closure even wellness and spa is one of

fastest growing industries in the world (Okech, 2014), while Spa

tourism is very popular worldwide (Kamata & Misui, 2015). According

Customer's satisfaction is one of the most important outcomes of

marketing activity. High quality of service can result in high

customer's satisfaction and increases customer's loyalty. (Kumar,

Kee, & Manshor, 2009).

The value of merely satisfying customers has been questioned

(Finn, 2009). In this regard, it is essential to understand perceived

service quality characteristics that can delight and build loyal

relationships with customers of spas. Customer delight is an

emotional response, such as joy and surprise, for an exceedingly

On the past years, there are some individual or people who

attempt to establish spa business in General Tinio (Papaya). But some

some customers prefers to go on another place for spa to pamper them

or for medical or wellness. Spa is ranked between medical and

wellness, depending on the purposes and types of treatments (Erfurt-

satisfied customer of a spa? What is the customer considers in

choosing a spa? Why more of the residence of General Tinio (Papaya)

goes on other places to acquire a spa? Are they considering the

place? Are they considering the services offered? Or they are

considering the therapist who might handle them?

In this research, researcher will give an answer of all

questions regarding the customer satisfaction that may apply on our

spa business that we are planning to establish (Heaven’s Touch Spa)

or for other businessmen who want to start or establish a spa

This research is all about the customers satisfaction of the

residence of General Tinio (Papaya) regarding on a spa, and how the

Heaven’s Touch Spa will be effective spa business in town of General

satisfaction from a past experience was positively related to

feelings of satisfaction in the current visit affect the behavior

towards a revisit. (Supitchayangkool, 2012).

Researchers also focused on what services we can offer to our

spa business that we are going to establish which is Heaven’s Touch

attaining customer satisfaction.

The customer satisfaction is directly link with the expectancy

of the original service quality theories is that customers are

satisfied when their judgement of the service they have received

(perception) equals or exceeds what they expected. (Malik, 2012)

In order to satisfy customer a wellness and spa must always

consider the price of the service, service quality competence of the

staff and of course the facilities. According to Ratthasak Boonyarit

and Kullada Phetvaroon (2011), important strategies for a successful

being offered, the price range, the friendliness and competence of

the staff, design, atmosphere, ambience, and cleanliness of the

customers satisfy in terms of the factors such as price of the

to identify the effective promotional strategies.

INPUT PROCESS OUTPUT

1. Profile of the 1. Effective

Figure 1.0 Paradigm of the Study

profile of the respondents to be able to know their age, gender, and

socioeconomic status. In addition, how may the factors satisfy the

customers in terms of price of the services, service quality,

competence of the staff, design, atmosphere, ambience, and

cleanliness of the facilities. And what are the effective promotional

measures. On the other hand the process was survey through

questionnaires and structured interview. The outputs of this study

were the effective promotional strategies.