Studying Problems and Determining Marketing Strategies in Income Increase of “Beauty House Spa”

Abstract

          The objectives of this study were to study: 1) the direct competitors of Beauty House Spa, 2) the reasons for the lack of growth in the number of customers, 3) the behavior of spa services selection, 4) the relationship between marketing mix factors (7Ps) and service quality factors that affect the decision to select the spa services, and 5) to present marketing strategies to increase number of customers and revenue. Qualitative data were collected by interviewing 3 groups. Quantitative research used a survey with a questionnaire with a sample of people who had used spa services.

           The results showed that 1) competitors had more employees; 2) the lack of growth in the number of customers resulted from the high competition in the industry and the threat from newly established spas, and the causes of problems included products or services, marketing promotion, price, and personnel; 3) for spa selections, most customers were influenced by cleanliness and the visual appeal of the place; 4) the results of the predictive relationship analysis between service quality factors affecting the spa selection showed that the significant factors were tangibility, reliability, assurance, and responsiveness, respectively. 5) The proposed marketing strategy should be a niche market strategy, expected to increase revenue in the short term.