Empirical Study Utilizing QFD to Develop an International Marketing Strategy

Cassandra Elrod, Sarah Stanley, Elizabeth Cudney and Caroline Fisher
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Cassandra Elrod: Department of Business and Information Technology, Missouri University of Science and Technology, Rolla, MO 65409, USA
Sarah Stanley: Department of Business and Information Technology, Missouri University of Science and Technology, Rolla, MO 65409, USA
Elizabeth Cudney: Department of Engineering Management and Systems Engineering, Missouri University of Science and Technology, Rolla, MO 65409, USA
Caroline Fisher: Department of Business and Information Technology, Missouri University of Science and Technology, Rolla, MO 65409, USA

Sustainability, 2015, vol. 7, issue 8, 1-14

Abstract: 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.

Keywords: tourism; spa; Hawaii; customer satisfaction; marketing strategy; demographic segmentation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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