Service innovation: a case study on spa and med beauty at The Saujana
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Date
2010
Authors
Yusmani, Mohd Yusoff
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Abstract
The spa industry in Malaysia is currently undergoing excellent growth potential and spas in Malaysia are steadily becoming a pertinent cultural force, influencing not only how consumers care for their health, well-being, and appearance but also how they work, travel, socialize, and spiritualise. As interest in physical wellness increases, spa therapy becomes increasingly popular in Malaysia and is highly recommended by many medical specialists. As a result, spas are challenged with increasing competition. Purpose of this study was to identify the key elements of service innovation that can help spa industry to continue growing and able to compete. Therefore, this study focuses on the Spa and Med Beauty at The Saujana to study the service innovation that have been done through the identification of competitive necessity and then the competitive advantage that leads to service innovation in business at the Spa and Med Beauty at The Saujana. The main data collection method was through interviews with marketing manager, spa manager, manager training and development, therapist and spa customers. Results of this study was to formulate the three basic competitive necessity required by the entire spa to operate; facilities, services and customer relations. Through a competitive necessity can be identified competitive advantage held by the spa; treatment rooms, parking, shower, massage treatments, body treatments, hand and foot treatment, bath treatment and treatment options. The results of the analysis identified the key elements of service innovation in the spa are customer focus, process focus and continuous improvement.
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Keywords
Business Administration , Service Innovation