Co-creating Spa Customer Experience

Nowadays consumers take for granted the functional aspects of consumption (such as quality, efficiency, benefits, brand image) and are in search of active service encounters which are emotionally, physically, socially, psychologically, and/or spiritually engaging. For this reason, they look for products and services which involve their senses and grant holistic, unique, and memorable experiences (Schmitt, 1999; Ferrari, 2006). As a result, service organizations need to become 187 K11485_Kandampully_ch11.indd 187 01/06/14 12:10 AM K11485_Kandampully_ch11.pdf June 2, 2014 09:12:01 like actors in theatrical dramas (Lovelock, 1981; Grove and Fisk, 1992), offering thematic settings (Aubert-Gamet and Cova, 1998) and transforming places of consumption into spectacular simulations, cathedrals of consumption, and even hyperrealities (Eco, 1986; Urry, 1995; Baudrillard, 1993; Ritzer, 2005). An increasing number of service organizations are carefully and strategically designing their facilities to provide sensory stimulation, to create atmosphere, and to make the servicescape particularly attractive to clients and to ensure meaningful and memorable consumer experiences. Examples of this can be seen in the hotel sector (e.g., themed and boutique hotels), tourist attractions (e.g., theme parks, museums), and increasingly in the spa and wellness sectors (e.g., spa hotels, wellness centers). This chapter focuses in particular on the latter, discussing in more detail how unique, memorable, and authentic experiences can be created in spas and wellness areas. The co-creation of experiences and value is of particular importance to the spa and wellness sector because of the relatively expensive, intangible, and sensitive nature of the services offered. The financial and emotional investment of consumers is quite considerable and many experienced spa guests will have a clear idea of what they are expecting and will often benchmark their experience against past experiences. They simultaneously dictate the nature of their own services and treatments knowing what the process should entail, but at the same time, give themselves up to a spa environment or therapist who should administer a pleasant and memorable experience. The pressure to meet and even exceed expectations of high-spending, demanding consumers is quite significant for spa and wellness venues, many of which are competing to become the most exclusive and luxurious or the most unique and innovative. This means not only being aware of what competitors are offering but also being acutely aware of changing consumer needs.