A study on the effectiveness of sales promotional tools for health and spa services in Kota Kinabalu / Suzanty Muin

This study is conducted to explore the effectiveness of sales promotional tools for health and spa services in Kota Kinabalu. A total of 100 self-administered questionnaires were distributed in three major districts in Kota Kinabalu which are Likas, Penampang and Tanjung Aru in order to examined the consumer perceptions towards the promotional tools studied. Items used in the questionnaire were derived from the basic guidelines provided in the marketing and promotional practices used. Findings suggest that though there is an awareness of these promotional tools, not many businesses in Malaysia are aware of its effectiveness in their marketing activities. There was also a significant difference in opinions expressed by the consumers due to the influence of their previous experience on the service/product, educational background, profession and amount income. There is a need towards more research on how to improve the usage of these sales promotional tools in order to increase the effectiveness of health and spa services. This could create more awareness among health and spa business entity about the issues and obligations that are relevant in their promotional activities. This research is a rare effort for health and spa industry, in which this work attempts to relate the promotional tools and their influence towards improving the health and spa services. Although there have been many studies on promotional tools applied on various industries, the health and spa services are clearly under research.