Measuring customer satisfaction and loyalty in spa companies

The importance of balneology for the economy of the Czech Republic has always been crucial. At 
\na time of an unstable political environment as well as turbulent legislative and other changes, there 
\nis nothing more important than to ensure that spa guests are satis
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\n ed and that they return. Building 
\ncustomer loyalty and 
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\n delity is a priority and today, it is one of the vital characteristics of modern 
\nmarketing. A customer-oriented policy may become one of the keys to business success. The 
\ncentre point of the issue under review is the difference between the expected and perceived level 
\nand its positioning in the tolerance zone of a particular customer. The main objective of the research 
\nis to examine the possibilities of measuring loyalty and satisfaction of customers in a spa company 
\nbased on comparably simple data collection. The secondary objective is to point out the speci
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\n c 
\nnature of providing spa services along with the factors that substantially in
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\n uence the overall result 
\nof satisfaction and loyalty. The research results showed that managers and customers perceive 
\nthe importance of satisfaction factors differently: customers put more stress on boarding than 
\nexpected. As well as differences in levels of customer satisfaction and loyalty indices were proofed 
\nfor different segments of customers. Therefore, the Czechs are in general more satis
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\n ed than 
\nGermans. Customers who come more often tend to be less satis
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\n ed. The guests, whose stay is at 
\nleast partially covered by public health insurance, are more satis
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\n ed than self-paying customers. 
\nIn general, it seems to be possible to obtain essential information about the customers and their 
\nsatisfaction and loyalty from rather simply structured data gained with an easy questionnaire.