Customer's spa interest: utilizing 4C's marketing strategies

Abstract

This study aimed to explore customer interests in spa services through the lens of the 4C'S marketing model: Customer Wants and Needs, Cost to Satisfy, Convenience to Buy, and Communication. The research focused on customers from four spa establishments affiliated with the Davao Wellness Organization (DavWell). Data was collected from 399 spa clients through on~site survey distribution. Statistical methods such as frequency count, percentage, mean, t-test, and ANOVA were employed for data analysis. Findings revealed no significant difference in the level of interest in 4C's marketing strategies when customer profiles (e.g., age, gender, income) were considered. The study concludes that spa businesses may benefit from applying 4C strategies to enhance service quality, customer satisfaction, and overall competitiveness in the wellness industry.