International Resort and Spa Management
Introduction 5
Findings and Analysis/Theoretical Implications 6
S-O-R Model 6
Wellness Theory 7
Motivation Theory 8
Cue Utilization Theory 10
Chinese Medical Theory 11
Conclusion 12
References 15
International Resort and Spa Management
Background and Problem Statement
There is an immense pressure for the Chief Executive Officer of the World Resorts Sensosa, Singapore to earn a 5-star rating on the next annual spa review. To make this goal more achievable the implementation of a new customer service management system called NEC in the Resort’s spa and salon. Management’s objective for the system was to enhance customer service by monitoring customer history more accurately, developing documentation maintenance that had been inadequate in the past, and improving organizational culture. More specifically, improving the overall customer experience at World Resorts Sensosa, Singapore in consumer relations by providing excellent customer service. Successfully attaining these ambitions should ensure the 5-star rating.
There is only a month and a half before the implementation of the NEC and there are an abundance of adversaries in modifying the system meet the conflicting operational requirements of the World Resort’s Sensosa, Singapore Spa and Salon. Teaching the staff and management to become autonomous on the organization new system is also major confrontation because approximately 85% of the employees have little to no computer experience. Also, a substantial portion of the employee workforce speaks little to no English.
Introduction
The global spa industry has blossomed tremendously over the last 10 years. Though many of the current techniques that are used today have been used historically, they are currently being implemented and re introduced into a growing service industry. Within the spa industry there is an array of components that coincide with spa treatments. these include "beauty, massage, hospitality, tourism, architecture, property development, landscape design, fashion, food and beverage, fitness and leisure, personal development, as well as complimentary, conventional and traditional medicine"(Cohen and Bodeker, 2008 p ). When managing and operating a spa, several effective factors should be considered to ameliorate the chances of having a successful business. Spa management includes managing finances, having an effective design, Offering unique and attractive services to customers, and having knowledgeable and well trained staff. Spa management also includes monitoring, implementing, and recognizing the need for excellent customer service. this is conducted by monitoring and controlling the attractions that are presented and offered to customers and by having a reliable technologically savvy system to make customer contentment a reality. In this paper a thorough analysis of the spa management of the Resort World Sensosa, Singapore will be examined. in addition, the S-O-R Model, Cue Utilization, wellness, motivation, and Chinese Medical theoretical implications that provide a rationale for various elements that should be accounted for when monitoring cu Spa customer service will be examined. In addition, various elements of spa management will be evaluated and while simultaneously focusing on the impact that customer satisfaction, loyalty, experience, and reviews have on spa performance.
Findings and Analysis/Theoretical Implications
S-O-R Model
The S-O-R Model or the Stimulus-Organism-Response Model is applicable to the Resort World Sensosa Case study because it shows the significance that customers (O) play in achieving a 5-star rating for the hotel, and the importance of Spa Managers having a working knowledge of the types of customers that the Spa and hotel attracts. the S-O-R Model also plays a descriptive role in the effect that the World Resorts Sensosa, Singapore has on the achievement of organizational goals. According to Jacoby (2002) a stimulus can be an environment (Spa) that is presented to an organism (Customer) to elicit a response (satisfaction or dissatisfaction). for this reason it is very important for Spa Managers to learn the different types of customers that are attracted to the World Resorts Sensosa, Singapore and offer services that satisfy customer needs and wants. Spa Managers need to receive training that not only teaches them to implement the new NEC customer monitoring system, but also evaluated what services are most popular among customers and build marketing strategies that promote those services. "Traditionally it has been women who have primarily used spas. However, a consumer research conducted by ISPA in 2003 determined that 29% of spa tourists around the world are men; this figure rose to 30% in 2004"(Tawil, 2011 p 157). Services offered by spas needs to be geared towards the needs of men and women. Special spa treatments need to be part of the spa packages to place value on customer needs and produce positive outcomes that achieve the organizational goals of the World's Resort Sensosa, Singapore. Hence the S-O-R Model is a strategic tool can be implemented by spa personnel and Management to collect information that can be used to formulate strategic plans and offer services that satisfy customers and increase productivity.
Wellness Theory
The Wellness Theory focuses on holistic notion that wellness includes the physical, psychological, Social well being, along with disease and sickness. Knowledge of the concept of wellness is not only applicable but detrimental to creating services and products that will encourage positive customer response, and the creation of training materials that can be taught to employees of the World Resorts Sensosa, Singapore to increase productivity, and enhance employee’s skills. Historically wellness was a concept that was primarily practiced in religious and healthcare settings; currently wellness has been extended and incorporated in spas. Spa management teaches customers and employees about the importance of personal wellness. This is conducted by using similar techniques and practices that were used in historic temples and religious origins. Along with the aforementioned, Spas help to elevate customers awareness, of the mind and body, and extend an open invitation to deepen life experiences. (Cohen, 2008 p 8). The social and spiritual conceptualizations of wellness can promote positive experiences at The World Resorts Sensosa, Singapore that displays rituals that further enhance customer's journey towards personal awareness, and methods that can align employee’s skills, customer service, and positive customer loyalty with organizational goal attainment. The wellness theory also places value on the customer that extends beyond the revenue that is generated from the purchase of the services and product, but it forms a bond between the resort, the customer, and a long lasting alliance. Hence, wellness theory promotes personal awareness of customers to learn about their mind and body while getting spa treatments, and also instructs employees and Spa Managers on the importance of knowing the potential impact that spa services have on customer experiences.
Motivation Theory
Motivation theory is a theoretical ideal that is detrimental to the overall operation of the Resort World Sensosa, Singapore and training the employees on the new NEC customer monitoring system, and the motivation theory can also be applied to consumer attitudes and Spa purchases. The motivation theory can be used to motivate or drive employees to participate and learn the necessary materials to enhance customer service skills. Training staff on the NEC customer monitoring system can be effective tool for staff when the spa manager exhibits knowledge about the system that can be shared with his or her employees. Spa managers that have a balance between emotional intelligence and knowledge of occupational principles display leadership skills that are effective an influential to the staff at the Resort World Sensosa, Singapore. The leadership skills that are necessary to effectively operate a spa establishment coincide most closely with transformational leadership. Transformational takes a team focused approach but still enforces the business principles that are necessary for an organization to operate efficiently. Transformational leadership is also effective in training because it takes a hands on approach to instructing the staff at The World Resort, Sensosa on the new NEC system. Along with training and influencing staff on the NEC monitoring system, the motivational theory can be applied to spa consumers also. According to Bjurstam and Cohen(2008) staff remain engaged when spa manager "ensure staff continually upgrade their skill levels and experience as well as maintaining staff motivation and retention, through clearly defined job descriptions, career paths and incentive programs"(p 369). Training staff on the the fundamentals of customer service and new skills to enhance customer service can build confident staff while simultaneously cultivate long lasting relationships with customers. enhancing staff skills also improves relationships between management and the supervised staff as well. Customer and management inters room is also an effective method for training purposes because it displays to lower level staff the level of customer service that is expected and warranted at the spa and resort. Hence motivation theory can be used to improve customer relations or staff skills and productivity.
Cue Utilization Theory
The cue utilization theory is a theory that is designed to focus on customer preferences and opinions of the products and services at their chosen spa location. The cue utilization Theory is definitely influential and applicable to the NEC customer monitoring system because it will analyze and display the most popular and beneficial products and services to customers. The cue utilization theory also will "be implemented to examine customer evaluations and perceived authenticity of the spa establishment"(Lin, 2015 p.192). The information that is gathered from customer evaluations and experience at the Resort World Sensosa,Singapore can be used to improve the products and services that are offered and the physical environment of the spa also. The physical environment is very significant to the spa because it creates the cultural, psychological, social,and emotional experience for customers. the physical environment also known as the servicescape(Lin, 2015) In the cue utilization theory promotes intrinsic and extrinsic cues from customers as they are going through their spa experience. Examples of customer cues that the ambience and physical environment of the spa may encourage are the customer's perception of consequential behavior pertaining to the spa. Furthermore, this is where the significance of if the customer was satisfied or dissatisfied with the services, products, and overall spa experience. For the Resort World Sensosa, Singapore this information will be the determining factor in any changes, adjustments, retractions, and decisions that should be enforced on the spa. The collected customer data from the NEC customer monitoring system can pinpoint the reason why a customer was dissatisfied with their Spa experience, because dissatisfaction does not end with the customer but can have detrimental effects on the Resort's Brand, revenue, other customer's perceptions of the organization, staff if they are not trainined properly, and marketing. Hence, the cue utilization theory is an analytic, strategic, and preventive method to measure, create, and ameliorate the customers experience and perception of spa products and services at the Resort World Sensosa, Singapore.
Chinese Medical Theory
Chinese medical theory is deeply rooted in the various techniques that are currently used in a variety of spas and diverse types of spa treatments today. The Chinese medical theory focuses on the treatment of chronic diseases and conditions through techniques such massages; and an array of medical treatments. In medical spas they are supervise and operated by medical doctors. They offer services of traditional spas and “different medi-spa specialties include: cosmetic laser spas, which treat facial conditions and offer laser hair removal, Botox, fillers, IPL (intense pulsed light), microdermabrasion, peels, and more”( Matheson-Shedrick, 2008). This is very significant for the Resort World Sensosa because it can further expand the customers that it attracts and add more services and products to the resort. Medical Spa techniques also add to the physical environment and ambience of the spa because the vast selection of treatments and products ameliorate the chances of creating a deluxe, international, and sensation spa environment. The Chinese medical theory will also make new spas have a more traditionally rooted structure that is influenced by Chinese culture beliefs, and art. In Singapore a medical spa at an international resort will not only expand the client’s or target market needs, but it will also be a new place that tourists will want to accompany for leisure and medical reasons. Implementing the Chinese medical theory can also encourage the emergence of medical tourism if incorporated into the Resort World Sensosa, Singapore. Medical tourism is an alternative medical treatment for tourists and locals who do not have medical insurances and finances to go to a hospital. Hence applying the Chinese medical theory, traditional cultural influences and new medical techniques to traditional spas can make the a more affordable, and popular spa to attend.
Conclusion
The Resort World Sensosa, Singapore is a popular vacation Organization that offers an array of services to its patrons. One of the main revenue generating services is there Spa. Recently the Spa Manager has been and upper level manager has been brainstorming to find methods and implement a system that measures customer satisfaction with the services that are offered. During this search several theories and business tactics have been applied to accomplishing the aforementioned goal. To develop a comprehensive understanding of spa management and what this occupation entails it is very significant to be introduced to applicable theories. Theories such as the S-O-R model, cue utilization theory, wellness theory, motivation theory, and Chinese medical theory. The S-O-R Model or the Stimulus-Organism-Response Model is applicable to the Resort World Sensosa Case study because it shows the significance that customers (O) play in achieving a 5-star rating for the hotel, and the importance of Spa Managers having a working knowledge of the types of customers that the Spa and hotel attracts. Wellness Theory focuses on holistic notion that wellness includes the physical, psychological, Social well being, along with disease and sickness. Wellness Theory is also applicable to providing customers with personalized and intimate spa services that educate support personal awareness; and motivation theory also is a tool that can be used to motivate the workforce at the Worlds Resort Sensosa, Singapore.Cue utilization theory is a theory that is designed to focus on customer preferences and opinions of the products and services at their chosen spa location. after analyzing findings it was determined that the cue utilization theory is an efficient theoretical tool in evaluating customer behavior through their experiences. it will also be also be a great tool in creating strategies that will promote popular spa services while attracting new and maintaining customers. Chinese medical theory is deeply rooted in the various techniques that are currently used in a variety of spas and diverse types of spa treatments today. One new type of service that will increase customers, promote the Resort World Sensosa, Singapore; allow the resort to expand services in different markets/industries and increase economic growth are medical spa treatments. Several theories can be applied to the Resort World Sensosa that will enhance internal and external economic growth; develop a more cohesive organizational culture and make the resort more marketable and enjoyable. Hence, in addition the completion and introduction of the NEC monitoring system can help spa and the resort management to develop trainings and recruitment and selection techniques that will continue to satisfy the needs of the customer the employee themselves; and the organizational needs.
References
Bjurstam, A. C. M., 2008. Spas an Future Leadership Climate. In: Elsevier, ed. Understanding the Global Spa Industry: Spa Management. Oxford, Uk: s.n., pp. 363-376.
Cohen, M., 2008. Spa, Wellness and Huan Evolution. In: Undestanding the lobal Spa Industry: Spa Management. Oxford Uk: Elsevier, pp. 3-25.
Cohen, M. & Bodeker, G., 2008. Undestanding the lobal Spa Industry: Spa Management. First ed. Oxford UK: Elsevier.
Jacoby, J., 2002. Stimulus-Organism-Response Reconsidered: An Evolutionary Step In Model (Consumer) Beavior. JOURNAL OF CONSUMER PSYCHOLOGY, 12(1), pp. 51-57.
Lin, I. Y., 2015. Marketing Luxury Global Spa and Wellness Trends, Experiences, and Challenges. In: L. Jonston, ed. Handbook of Research and Global Hospitality and Tourism Management. Hersey, PA: Business Science Reference, pp. 185-202.
Matheson-Shedrick, K., 2008. Spas Unwrapped. Medical Practice Management, 24(3), pp. 166-169.
Tawil, R. F., 2011. Classifying the Hotel Spa Tourist: A Multidimensional Qualitative Approach. International Journal of Humanities and Social Science, 1(20), pp. 155-169.
