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Empirical Study Utilizing QFD to Develop an International Marketing Strategy

Author

Listed:
  • 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)

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.

Suggested Citation

  • Cassandra Elrod & Sarah Stanley & Elizabeth Cudney & Caroline Fisher, 2015. "Empirical Study Utilizing QFD to Develop an International Marketing Strategy," Sustainability, MDPI, vol. 7(8), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:7:y:2015:i:8:p:10756-10769:d:53876
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    Cited by:

    1. Zhou, Jinfeng & Wei, Jinliang & Xu, Bugao, 2021. "Customer segmentation by web content mining," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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