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

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

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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

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

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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.

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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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

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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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.

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General Tinio, Nueva Ecija

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

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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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

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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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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.

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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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:

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Papaya Off-Campus Program
General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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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General Tinio, Nueva Ecija

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

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General Tinio, Nueva Ecija

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

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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.

Average Weighted Mean 2.95 Agree

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.
Average Weighted Mean 3.20 Agree

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

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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

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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,

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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

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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

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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.
Average Weighted Mean 2.82 Agree

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.

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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:

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 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

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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

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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

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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

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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.

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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

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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

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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

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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

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for waiting customers, air-conditioned room, comfort rooms must

always clean and refreshing Scent.

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General Tinio, Nueva Ecija

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