Cultural factors, personal, Spa, social, service criterions


Purpose: The purpose of this paper is to examine the behavior of women in Bahrain as consumers in the field of Spa & Beauty services. Design/methodology/approach: Sample of 384 is divided using a sampling ratio into the four main governorates of Bahrain and a combination of Chi-square & eta correlation along with Pearson product moment correlation is used. Findings: The study found that there is a significant relationship between all the demographical aspects of females except for education with behavior. It was also observed that self-expression along with achieving ideal self-image are highly perceived personal factors when selecting beauty and spa treatments, although null hypostasis with regard to personal, social, cultural, service criterion factors were accepted, it was found that demographics as an integral part of personal factors are significantly correlated to selection of spa services. The other groups of factors variables were also significantly correlated to the selection of the Spa service. Practical implications: This study suggested that Spa owners should fully recognize the factors that really contribute in shaping the behavior of consumers in the Spa industry such as the importance of complementary services as well as designing an ideal spa service mix that matches the needs and wants of women consumers in the Kingdom of Bahrain. Originality/ value: The study concurs with previous research conducted in the Spa industry, as it reflects that some aspects of women consumption behavior could be planned and predictable.

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