Abstract
Tourism in many countries and in particular cities is one of the most attractive business forms that enhances the expansion of supply and increases competition. Consequently, the quality of services is the key to customer’s choice. However, a complex character of SPA hotel services makes it necessary to explore not only the service quality, but also its mutual connection with other business processes. The study is carried out within the framework of the RTA research grant “Assessment of hotel service development possibilities in Rezekne city”. To evaluate factors influencing customers’ satisfaction, the expert – client (“hidden guest”) questionnaire was developed. Its practical approbation was carried out conducting a survey in three SPA hotels: Pühajärve Spa & Holiday Resort 3* (Otepää, Valgamaa, Estonia), Hotel Jūrmala Spa 4* (Jurmala, Latvia), Spa Vilnius Anykščiai 4* (Anykščiai, Lithuania). In the result, the conclusion was made that the questionnaire makes it possible to successfully assess the SPA hotel’s business processes and its connection with the quality of services.
Highlights
The International SPA Association has defined the SPA as a place to indulge into well-being through a variety of professional services that encourage the renewal of mind, body, and spirit (ISPA's Definition of Spa..., 2016)
Those factors are the most important to the visitors, but they are not of sufficient quality in visitors’ opinion, so these factors have to be treated with the greatest attention by the hospitality company’s management in order to make appropriate management decisions with an aim to improve these factors
The factors included in the 2nd response area are of certain importance to the customers, still their quality is assessed as sufficiently good and additional actions are not required at the moment
Summary
The International SPA Association has defined the SPA as a place to indulge into well-being through a variety of professional services that encourage the renewal of mind, body, and spirit (ISPA's Definition of Spa..., 2016). Using Kano’s model for evaluation, the SPA hotel can identify the impact of own actions on a customer’s perceived value of service; it can instantly find out which are the service’s attributes that have to be basic (must-be); what are qualities that could become “an icing on the cake” attracting customers; what are indicators that should be accurately dosed by analysing the costs of achieving them and estimating increase in the number of buyers (quantitative values). The authors, on the basis of Ishikawa’s principles described above, including hotels’ service quality assessment models used by the leading global hotel networks (Bojanic, Rosen, 1994), Kano’s model for assessing the significance of various hotel services, etc., have defined a certain set of factors affecting hotels’ customers’ satisfaction. Connection of the factor with business processes and activities of the SPA hotel
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