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Sustainability 2015, 7(8), 10756-10769; doi:10.3390/su70810756

Empirical Study Utilizing QFD to Develop an International Marketing Strategy

1
Department of Business and Information Technology, Missouri University of Science and Technology, Rolla, MO 65409, USA
2
Department of Engineering Management and Systems Engineering, Missouri University of Science and Technology, Rolla, MO 65409, USA
*
Author to whom correspondence should be addressed.
Academic Editor: Marc A. Rosen
Received: 25 June 2015 / Revised: 2 August 2015 / Accepted: 3 August 2015 / Published: 7 August 2015
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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. View Full-Text
Keywords: tourism; spa; Hawaii; customer satisfaction; marketing strategy; demographic segmentation tourism; spa; Hawaii; customer satisfaction; marketing strategy; demographic segmentation
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Elrod, C.; Stanley, S.; Cudney, E.; Fisher, C. Empirical Study Utilizing QFD to Develop an International Marketing Strategy. Sustainability 2015, 7, 10756-10769.

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