MEASURING CUSTOMER’S SATISFACTION AS A TOOL TO IMPROVE THE QUALITY OF SERVICES IN EGYPTIAN SPAS (SPAS IN CAIRO CITY AS A CASE STUDY)

In the recent years, several countries have turned to a new area of tourism – health 
and wellness. This niche area explores the intersection of healthcare services and 
tourism packages, and often depends on local factors such as high-quality health 
services, cost competitiveness, climate conditions, or specific geographical resources 
advantages. 
Egypt as one of the most important touristic countries in the region has a long 
tradition of bathing associated with the hammams Turkish baths and pharaonic ones
(AmCham Egypt 2012). Early indications are that Egyptians were the first to discover 
the potential of water and essential oils for therapeutic purposes. Remedial 
treatments and bath spas have been around for thousands of years, with well-being 
philosophies dating back as far as 7000 BC when the fatty oils of olive and sesame 
were thought to have been combined with fragrant plants to create the original 
Neolithic ointments. (http://www.thespatraveller.com/Articles/The-history-ofspas.htm). 
In Egypt, the market and research analysis companies forecast a compound annual 
growth rate of 5% through 2016, when sales are expected to exceed EGP 1.2 billion.
Previous studies have discussed the Spa industry. However, customer service-related 
research from the perspectives of customers and operators is rare. 
From the outset, it would be useful to understand the relation between the quality of 
services in Spa and the customer loyality. To assess the reliability of the measure in 
this study, Cronbach's coefficient alpha was used. Cronbach's alpha is the most 
accepted formula for assessing reliability of a measurement with multi-point items.