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Customer delight and implications for spa management: examples from Estonian and Finnish day spas

This Research Note explores the relationship between spa management and customer delight in day spas. Delight means not only meeting, but exceeding expectations. Delighting customers is believed to be one of the most critical and effective approaches to creating a regular or loyal customer base and generating positive reviews. Research data was collected using semi-structured interviews with day spa managers in Estonia and Finland to explore customer satisfaction and delight creation and the implications for spa management from a supply-side perspective. The Findings provide useful insights into the extent to which spa managers are able to delight their customers and which approaches or tools they use to achieve it. The study also provides recommendations for broader and deeper research on this subject in a wider context.