The developmentd of spa as tourist destintiantion points is increasing in the tourist sectors. The management is the core development and demand of hotel, motel, resort, restaurants and other services offered in tourism systems. The satisfaction and loyalty of customers have been agreat concern in today’s world tourist sector and many researchers have taken deep interests in many areas like consumer satisfaction research and service marketing(Ganiyu, 2012; 14)., Many have arqued that the stiafaction of the services would drive customer loyalty. However, some might get satisfied and never come back to the spa or resort premise and opt for another place which offers the same services. Hence the relationship of customer satiafaction and customer loyalty might not exist(Ganiyu, 2012; 16,18). Satisfaction can be derived in one spa or resort but loyalty can be achieved elsewhere in another competitor offering same services.
Offering high perforamnce evaluation to customers can show the measurement of satisfaction and to whether the expectations are met (et al Johnson and Fornell, 1991 and Oliver and Swan, 1989. Customers loyalty would greatly depends on the satisfaction levels they derived from the services provied by the management (Ganiyu, 2012; 14). Customer loyalty, therefore can be derived from benefits and the desires met by the service providor( et al Ganiyu, 2013) and frequent purchase and visit to the premise as customers (Reichheld and Sasser, 1990). The arquement of this essay tpic can be explained by the points noted down concerning thecustomer satisfaction and customer loyalty and finally the reasoning of the writer as the final arquement side.
Findings and Analysis
Therefore, a reesort is or a spa a place wher people go for holiday (Cambride Dictionary) resort is therefore, a place where is peole get full lodging, recretional facilities, leisure services, and other amenities to customers as guests who come periodically or once in awhile. The satisfaction or unsatisfactiob cases in spa and resort business is highly increasing and customers’ complaints could be the result of disatifacation. Creating customers satisfacation and customer loyalty can be deriver by the following perspectives.
Customers Satisfaction and Caustomer Loyalty are Directly Proportional
The service-profit chain developed in 1994 (Heskett et al.), suggests that internal service quality, including job design, employee selection and development and more, have an effective impact on employee attitudes, which in turn, can improve service quality for customers and organizational performance (Myrden and Kelloway, 2015). The link in the chain shows that customer loyalty is directly resulted from customer satisfaction (Heskett et al., 1994).
A customer satisfaction would develop depending on the type of resort or spa as it defines the class and the pride of using the amenities. A good service belivery to the clients would have positive influence and impacts on customers satisfaction and loyalty (et al Heskett, 1994). The physical design of the spa, the staffs amd employees etiquettes and work related behaviours and the kind of materials used in serving the clients would have a great impact in creating customer satisfaction and loyalty. Hence, the organizaion performance and the profi-service margin wouls shoot up (Myrden and Kelloway, 2015). A more satisfied customer would make frequent visits to the business premise than unsatisfied one(Ram and Jun, 1991; Bolton and Lemon, 1999 cited in Ganiyu, 2012; 16). Therefore, satisfaction is the key to the loyalty as more satisfaction creates a brand and product images in the head of the customers and this acn be used to influence other more customers to visit the same premise, hence they develop strong intentions and reputations of the services offered (Zeithaml et al., 1996 cited in Ganiyu, 2012; 16) . a spa and resort which keeps its customers record of visitations to the premise, it would possibly increase its income by large percentage. The large incomes is due to the fact that the customers get more satisfaction from the services provided hence increasing more purchasing powers.
Satisfaction has more influence even to other people. A more satisfied client with the kind of services obtained would work hard to influence other customers to come to the same premisew. This inturn would increase revenue collections and benefits to the owner of the premise (Bowen and Chen, 2001; 213). This is another method of marketing and promotion to the spa and the resort (Raman (1999). More revenues would increase more investments and more activities within the spa and resort like manucures, pedicures, massage, gymnastics, facial message and other activities. This would ince=rease sales through the availability of avrious products thereby wide range of choices to meet custommers specifications. A more loyal customers would minimize time while shopping and making shopping lists as they already know the arrangements of goods and services, their prices, brand names, packaging and sizes. This would reduce time wasted in looking for goods and their arrangements. Therefore, it is cost effective to the loyal customers. (et al Bowen & Chen, 2001, pg 213)
The benefits of customers satisafaction is to purchase a wide range of products and this increases revenues to the management. However, their frequent purchase helps the management to cover losses and spread risks of purchase. For a spa or rsort to grow and match the competition levels, it needs to satisfy the clients and provide quality services and goods that meet the consumers’ specification and wantss.
No Correlation Between Customer Satisfaction and Customer Loyalty in Spa and Resort Management
The purchasing beahvior of a customer is an indicator of customer loyalty to the brand or the product (Day, 1969; Jacoby, and Kyner, 1973; Yi, 1991 cited in Bae, 2012; 11). A more frequent purchasing customer would show its brand choices and this likely to show the lotalty in owners perspective.
The use of a product does not show the customer loyalty to a product. Since the records of frequent purchaser and first time buyer is hard to be found, to differentiate the two aspects of purchsing is hard too. A customer can purchase a prouct for self satisfaction or need but this does not relate to the loyalty to the product. Due to high competition in tourist sector, more product brands are developed daily and a customer can purchase the new product or the existing product to compare the tastes and show the prefrence betwen the two. A more satisfied client has possibility of a repeated purchase of the same product from the same providor but this does not necessarily depicts the loyalty to the product and the providor (Ganiyu, 2012; 14). However, a client can use the product for the personal satisfaction at that particulart time of need but shifts loyalty to another product or service providor.therefore, frequent purchasing does not reflect customer loyalty of a product (Ganiyu, 2012; 18).
A company targeting the market by building long lasting trusts rather than concentrating on customers satisafaction.(et al Ganiyu, 2012, pg 18) Buliding a product trust in high quality and service provision would create more positive images on the product and this would result in customer loyalty. A trust has more impact on the brand than satosafaction as market demand fluctuates and only the trusted customers would ourchase the product from the providor or els they shift loyalty to another competitor.
An increase in satisafaction is directly proportional to increase in loyalty. However, according to the study done by Jones and Sasser (1995), the results showed to the contrary. Some were more satisfied, some less satisfied and some not satisfied. This variance was due to the competitition and customer comparison of products from diffrent sources to derive their loyalty and satisfaction. Any small decrease in satisfaction levels by the ckients would decrease the loyalty to a great extent (Bowen and Chen, 2001; 215). A less satisfied customers is likely to shift the loyalty to another competitor while a more satisfied would show loyalty but a decrease in quality of services would cause a huge change in loyalty hence shifts.
A less satisfied customer might end up in questioning the kind of services deliverd and this could cause conflicts and diasgreements with the providor. However, a company can use good recovery tactics to recapture the lost customers and make them satisfied again. The methods that can be used is marketing and promotion to showcase the new products or services they provide so that they can attract more clients and make brand loyalty (Hart et al., 1990; 148). Through research and development strategy, they can come up with unique products that would entice the previous lost customers (Magnini et al., 2007). The significant relationship between the satisfaction and loyalty is directly proportional and sometimes they run parallel to the line of the viewer.
The delicate tourist busines is hard to operate in today’s high competition. The services are highly demanding from entertainment, recreational, accomodations, meetings and gatherings, wedding and family function, to education grounds. It attracts both local and interantional people to seek the services of the hospitality and hotel management. Therefore, proper service delivery unique to other competitors would be crucial to offset competitors and craete customer satisfaction and loyalty. Howeve, the reserch shows that 50 % customers do not have customer satisfaction and loyalty to certain products (Bridge.Over Group (2013). Failure to provide the services as per the needs of the customers would make them to walk away or influence other custmers and seek services from another spa and resort centres.
The choice of service is dependable on value of the service, the quality of the service and the loaction of the premise as some prefer more strategic points to their needs in order to loyal to the product( et al Ritchie 1995 cited in Lodes and Buff, 2009). Less loyalty is due to high competitions and availability of various brands and service providors which can offer the same quality services at affordable prices. Therefore, tasting from one brand to another is essentoal in customer choices and decisions.
Satisfaction from spa or resort provisions would not necessarily show the loyalty nature of the costomers. And they will opt for more afforadble places in orfer to check the kind of services they provide and have tastes and diffrent value. Threfore toincrease the satisafction, a srvice providor would consider the following; There are a number of ways to increase the delivery of services to sustomers so as to create customer loyalty. They include improvemnt of physical definitions, socializing customers and themployees, stimuli organism response and the development of sensing cues to the clients. Firstly, the improvement in physical definitions would make the customers more loyalto the spa than ever before. Improvements in tangible evidence seen by the customers would improve their loyalty. Provisions of archeological design and uniqueness in construction and structure, landscaping, vehicle parking, drive way, vehicles to offer transport facilities to the customers, lighting conditions and drainage systems. This would improve the physical environment and beauty of the place to make it more attractive and adorable than other places hence causing more customer loyalty to the spa. This is called Facility Exterior Developments. Secondly throgh improvements in facility interior like kitchen design, furnitures, lighting conditions, waste management within the hotel, temperature, audio visual equioment, the kind of music played by the systems, sound video effects and drainage systems within the hotel building structure. Many customers would love such kind of environment and would frequently visit such spa places.
Thidly, theprovision and displays of other tangible products offerd by the management. They include the kinds of bevearges and drinkd offered, menus, the washing soaps, key cards, the business cards, bochures, the advtisements, the booklets, the kinds of food provided etc. If all the displays are made perfect and unique on its own some loyal customers woulf be found and this would increase the loyalty and use of such services by the clients recognized by such areas.
Importance of physical deffinitions to the owner and the clients include; they improve the quality of services provided by increasing the c=ustomers’ positive perceptions, addition of values to the image of the customers, and utilizing the good packaging systems to make the brands known and this is the method of spa promotion and marketing of id=tslf and its services. The creation of pathways, ample furniture arrangements and the open kitchen arrangements would create peception to customers where the services are provided and make them able to access theenvironmental conditions of the service area. This gives self-satisfcation where the quality of services they provide.
Another method of increasing customers loyalty and satisfcr=tion is throgh creation of sociable environment between the clients and the employees. Creation of a good professional ethics and code of conducts between workers and the clients would create a working and friendly environment to work in. This would improve the cordial and mutual relationship and respect of work by both parties involved. This can be created by designing the type of clothes the staff and the workers wear so that they look different from other people within the hotel system. This would make it easie to identify the waitr, the cook, the receptionist, the security and any other staff working within the system. Therefore, any client having a problem or needs to served knows who is sserving and who to give the payments to. A unique differentiation would emerge from one industry to another and confusion would be reduced to great extent. This would make the service delivery easier and improve the working environment hence creating the customers’ loyalty and satisfaction.
Lastly, throug stimulii organism response to create an environment that is more appealing to the ear, eyes, nose, and skin. A beautiful landscape would be more appealing to the eye to watch the beauty of nature. The shape, size colour and appearance would make more positive impacts to the ayes and this impression would last for long. The contrast of clours displayed from the lighting conditions would make it more comfortable to be in that environmennt. Therefore, more semands for such places would increase. A good and arouseful smell to the nose would create more appepite for food and this would make customers more appealing to such environment form loyalty to the spa and its services. A good and cool music to the ear would be make customers make comfortabke to be in that cool and pleasant environment. The level and sound of announcement from a pleasnat voice with professionalism would make the client look at that direction and creats attention. Therefore more tendencies to come frequenlty is higher. A good lighting conditions to the eye and warm and condusive temperatutes from the lighting and temperature control system would make the environment more comfotable to be as the ssothing soul and body is enhanced. Other services offered like gymnastics, pedicure, manicure, paintings and arts, meggages, healed and treated water, towels and other dishes and materials used for serving would have a great effects on the loyalty of customers.
The satisfaction and loyalty of ustomers to a certain spa or resort is highly important in incomes and revenues collection by the management. However, both satisfcation and unstisfaction almost goes equally in spa and resort in tourist sectors. This due to the fact that the tourist sector is highly competitive in today’s world. Therefore, to match the increasing competition, it requires a good set of management with good policies and decision making. The services to be provide should be unique to attract new and active customers from both local and international aspects. The strategic locations, the types of services offered and the management styles have bigger imoacts either drive away clients or bring them together for high satisfaction..The strategies should are made like improvement in physical definitions like building and construction, increasing social life aspects of workers and clients and stimuli organ responses. This would inmprove customer loyalty and satisfaction. Good promotion and marketing methods to make the business imgae positive in the world market is crucial for creations of customer satisfcation and loyalty. A clean and good health standards manitained by the spa and resort would make the environment friendly to live and this increases the satisafcation. Landscape is very important in chosing the location of spa and resorts as places like mountain tops, aong the river banks and countrysides with plenty of nature to look at and appreciate the beautiful sceneries around the place is the marketing strategy to those loving the nature and cool environments.
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