Discussion on the Charm Factor of SPA Consumption Situation-Taking X SPA as an Example

• Main Authors: HUNG ,TZU-YI, 洪子懿
• Other Authors: Chia-Hui Huang、Te-Fa Hsu
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/vh6btm

碩士 === 東方設計大學 === 時尚美妝設計系 === 107 === Abstract The concept of modern people of pursuing health care has been increasingly promoted. Health SPA massage centers, traditional Chinese medicine massage centers, beauty and body SPA aesthetics centers, blind massage centers and so on can be seen everywhere. According to the survey of SRI International (2010), 89% of the people strongly agree with the importance of SPA industry in health care. SPA industry has emerged in the market with a rapid growth rate of 25% every year. It seems that SPA has become the best choice for modern people to relieve pressure on their body, relax their mind, and take care of their health. Facing such a competitive SPA market, it is a major topic for the SPA industry how to innovate and customize to capture consumers' hearts and make consumers more loyal. In the past, there have been a lot of researches on SPA industry, mostly focusing on physical sensory experience, experiential marketing, experiential value, service quality, customer behavior and customer satisfaction, etc., but there are few researches on the charm factors of SPA consumption situation. In this study, the evaluation structure method of Miryoku engineering was applied to collect the relevant data of consumers on the space and activities of manor SPA. Through the evaluation structure method, 15 senior consumers and 5 senior beauty therapists and other relevant high-level participants were interviewed in depth to understand the thoughts and feelings most concerned by consumers. Then the evaluation structure diagram was drawn from the interview results, and the five original charm factors "in-store atmosphere", "consumption situation", "operation mode", "consumer expectation", and "consumer satisfaction" were summarized and analyzed, and 10 abstract charm factors and 10 specific charm factors were used as the basic items for questionnaire design. Finally, IPA was adopted to compare the importance and satisfaction degree in order to understand the performance of consumption situation at various attributes, the importance of attributes and the level of specific evaluation. And the ranking balance is as follows: the first priority is the key quality items to be enhanced for improvement, and this part should be reviewed and improved with the formulation of improvement strategies to improve consumer satisfaction and loyalty; the second is the quality items in the lower priority areas to avoid consumer dissatisfaction. We should improve according to the demand of consumers so that the improvement of consumer satisfaction can be transformed into the advantages possessed by manor SPA. The next is the performance maintenance items which are the advantages of the manor SPA consumption situation and necessary to continue to establish its advantages. The last is the items in the over-supply areas, which are those with low consumption but high satisfaction, which means that the consumers’ needs have been met and not much emphasis is needed. The SPA consumption situation in this study should have comfortable environment, customer expectation, sustainable management, cordial service, improvement of discomfort symptoms of consumers, which are top 5 in SPA consumption situation, and the advantages should be maintained. This shows that consumers attach great importance to the cordial service attitude of therapists in SPA consumption situation in this study, and they also attach great importance to whether coming here for consumption can relax the body and mind and relieve discomfort symptoms. We hope to get the customer's expectation and the sustainable operation of the manor SPA so as to provide better and more diversified services for consumers. We can also hope this can serve as a case for this study and a reference for the sustainable operation of relevant businesses. Keywords: SPA, consumption situation, customer satisfaction, Miryoku engineering, evaluation structure method, Importance-Performance Analysis (IPA)