Abstract
Beauty SPA is now a very popular leisure activity for females in Taiwan. Consumer satisfaction and loyalty is very important for beauty SPA management. The objective of this paper was to pursue female consumer behavior at a beauty SPA shop such that beauty shop management can be taking right market positioning and marketing strategy can be profitable and sustainable. SWOT analysis for beauty SPA industry used to identify factors that are favorable and unfavorable to achieve management goals. Staff recruit had been identified as one of the key issues. Sampling and questionnaire had been performed and 200 effective samples had been collected. The SPSS statistical package was used for descriptive statistics, independent t-test, ANAOVA, and Pearson correlation analysis. The main components consisting of living styles of consumers, consumer behavior, and promotion of beauty SPA service have been discussed. Reliability analysis with Cronbach's alpha indicated that the three components are suitable for this study. Female consumer is more economically independent and they can decide their beauty SPA activities by their own. Promotion of beauty SPA service is a good marketing strategy as well.
Author Information
Hui-Ming Tsai,Taiwan Shoufu University, Taiwan
Chih-Peng Lin,Taiwan Shoufu University, Taiwan
Chun-I Tam,Taiwan Shoufu University, Taiwan
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