A model of marketing strategies and pull motivations influencing young consumers to visit day spas

Abstract

The spa industry is growing rapidly in the United States. The rising demand for spa services has met with an increasing number of spa businesses thus boosting overall revenue for the spa industry. Most spa research seems to be focused on hotel and resort spas even though three-fourths of all spas in the U.S. are day spas. The purpose of this study was to examine spa customers’ attitudes and behaviors when they visited day spas in the U.S. A total of 615 participants completed questionnaires. A model was examined in this study, and Structural Equation Modeling (SEM) was selected as the statistic tool to analyze the model. The findings imply that past experience has a significant influence on spa goers’ consumption. Additionally, spa consumers’ perceptions of marketing mix impact how they perceived quality and satisfaction. The results also showed that satisfied customers were more likely to become loyal customers.