Identification

For a spa to be succesful it`s stakeholdsers have to be aware of it`s core values and have an advocate information about the strategic plans and decisions. Considering the fact that joining an international franchising system is an important strategic decision made for a small spa located in the wilderness of Eastern-Europe, interviews started with questions on how well are employees aware of the reasons that kind of settlement was signed. All of the respondents (R1-R7) stated that they were not made aware of the exact reasons so each one of them could only assume what were the real reasons behind it. Considering organisational performance and financial objectives employees are given

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monthly information by the spa manager on how the spa is doing according to the budget and if the financial targets set are being met.

Participants were asked to describe what differentiates ESPA brand from other spa brands to see how they have understood the concept behind this brand, they were also asked to name ESPA`s main values. There were two main focuses that occurred from these answers, mostly was stated that ESPA is a natural brand based on essential oils and it values personal thorough approach to the client. Natural products and treatments are also the main message ESPA is emphasising on their webpage (ESPA International, 2014). Follow up question was conducted to find out how to employees see their role in bringing ESPA values and message to the customers. Common understanding was that they are the ones who acknowledge the brand to the customers as therapists actually apply products to clients face and body, therefore know what works the best and receptionist is the one who provides additional reccommendations on what to purchase for home skincare. As noted by R1:

„Before starting the treatment I have a talk with my client and introduce the products I will start to work with as well as the whole ESPA concept.“

Employees mentioned that they were a little bit sceptical at first on how will clients adobt with the new unknown brand. But the understanding that they are the ones who have the power to deliver the brand promise to customers came during the pre-launching process. This is appropriately demonstarted by R4:

„When I know what I am doing regarding to products and services it all reflects in my confidence in providing the best service to my clients.“

According to Kämp Spa Helsinki assistant manager their employees` reaction to launching ESPA spa brand has been good, she states:

„They have had a lot to learn but little skepticism is always good I think, because there is so much different brands out there.”

When participants were asked to describe what does ESPA as a brand mean to them personally the answers reflected their feelings towards the products. As skincare

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specialists they have tried most of the products themselves and for who they suited reflected more positive feelings about the whole brand, but there were also opposite feelings expressed by R5:

„I have tried quite of few products and for me they are too strong. I dont think they are suitable for my skin.”

The possibility to survive in very limited market in a case of global economical crisis is awarded by the identification of very clear perspectives of spa industry, grounded on wishes of customer, permanent survey of changes of their demands. Considering expectations of customers, spa services suppliers should have strategic thinking and flexibility in order to create the biggest value to their customer. (Sekliuckiene &

Langviniene 2009) Therefore Vihula Manor eco-spa offers other spa brands and treatments in addition to ESPA brand to satisfie clients with different needs and expectations. Employees were asked to describe their feelings and compare ESPA brand with other brands they are working with. Only one of them, R5, was resolute claiming ESPA brand to be the best amongst all of the brands available in the spa, although she continued her answer with some of controversial thoughts:

„Every brand that we use in our spa has its unique feature which makes it impossible to compare them to each other and choose the best one.”

Two of the respondents, R3 and R5 stressed the issue of matching Vihula Manor eco-spa`s concept concentarting on local products with ESPA`s focus on luxury and high class. First of them stated that ESPA brand is more suitable in big cities with all the glamour, not into the country side like Vihula. Second idea supported that feeling by indicating that because of ESPA, Vihula is loosing its true identity and concept of eco-spa what it all is supposed to truly be. A little worrie by R1 was stressed related with the treatments room in Vihula:

„I have looked up from the internet other spas that are representing ESPA brand. Our interior design here in Vihula does not match with the elegance and luxury that you can see in other spas.”

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In contrast to these statements there was an opinion that ESPA brand suites well with Vihula, meaning that high quality products blend in with the noble, historical and luxurious destination.