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that may lead to their popularity when it comes to their hair, makeup and
others. People are conscious with their looks and not for what fit him/her
instead. Visiting salon is one of the important factors these people -do for
them to look good and presentable. Because of these, beauty spa and salon
and posters.
are facing many challenges and obstacles due to a tough economy and a
rising business costs, price and commission wars, staff pirating and
competition from other industries offering better benefits to name a few of the
skills on the part of many salon owners, excellence does start at the top,
many of hairdressers are just getting by, and many are leaving the profession.
professions.Jon (2010)
according to the (Catalyst, 2002) that mixed teams at all levels are important
for producing goods and services that satisfy the customer’s needs and
satisfaction. Many salons offer a number of services, from basic haircuts and
didn’t ask for, the wrong color in his hair, or a bad manicure, he will almost
certainly tell his friends and family about the bad experience. If a salon
develops a reputation for poor customer service, it will lose customers and
and payments records and other services. The services of the salon for its
nowadays beauty and hair care products’ costs could not parallel for salon
customers and the common problem of the salons currently facing, the
products and services are affected thus, tangibility of services rendered by the
2014)
Statement of the Problem
1.1 Age
1.2 Gender
1.3 Status
1.4 Education
1.5 Income?
2.1 Reliability
2.2 Assurance
2.3 Empathy
2.4 Tangibility
2.5 Responsiveness
3.1 Age
3.2 Gender
3.3 Status
3.4 Education
3.5 Income?
Hypothesis
1.1 Age
1.2 Gender
1.3 status
1.4 Education
1.5 Income?
Written in this section are the various concepts and ideas from the different
even been shown that being attractive can give a person up to a tenfold
increase in the chance of getting married. Thus, like any other service
industry, quality of service is the most important concern for the beauty-care
service industry. There has been evidence that, when customers’ perceptions
of service quality are positive, the behavioral intentions are favorable, which
Not only do customers have high expectations for spa and salon services
such as massage, skin treatments, nail treatments and hair coloring and
cutting, but spa service tabs can quickly surpass that $100 threshold defining
major purchases. And what would upset a customer more than a horrendous
haircut, botched fingernails, or losing half an eyebrow during a wax (Williams,
2010).
Beauty Salon
targeted for people from middle to upper class and seen as high prestige
service business. According to Molaro (2001) beauty salon has always been
associated with women, but in the recent days, the industry demand has
enlarged its target market to both men and women. Beauty salon is mostly
men and women. Beauty salons provide generalized services related to skin
have sprung up all over the country in the last decade (Akter 2008, Akter
more confidence (Young 2011). It has even shown that being attractive can
those of less attractive candidates are more likely to be hired for the same job
(Gilmore, Beehr& Love 1986). Further, the beautiful are more likely to get
In China, a few regular customers come during a week, but there are
seldom new customers. Most of the time, they just sit there waiting for
customers. Even though majority of these beauty salons are located in a large
achievements for this beauty salons. Worse is that there are also several
salon less competitive with other large sized beauty salons. A customer
satisfaction survey was done six months ago, the result is satisfying though,
and as well as with service quality is quite satisfying. It is the initial thing that
how to develop their market and create their service items so that it will be
of women from the age group of 18-40 – visit beauty salons and spas for
Customer Satisfaction
negatively. In the view of Herman (2007) cited by Malik (2012) ‘’the price
fairness effect the customer satisfaction in a positive way but the perceived
customer perceives the price in accordance with the quality whose result end
up in satisfaction or dissatisfaction.”
meet the customers’ needs. They can identify their own strengths and
give positive feelings. Therefore, the above statement identifies the brand
(which will be discussed in more detail later in this chapter) as another factor
means that the company delivers on its promises about delivery, service
with companies that keep their promises, particularly their promises about the
performing and completing their promised service, quality and accuracy within
the given set requirements between the company and the customer.
customer want to know if their supplier is reliable and fulfill the set
probability that the system will perform its intended function under specified
design limits. More specific, reliability is the probability that a product or part
will operate properly for a specified period of time (design life) under the
and biology, must be aware of. In science, the definition is the same, but
needs a much narrower and unequivocal definition. Another way of looking at
achieve exactly the same results. If they cannot, then the design is unreliable.
sufficient measure of validity. A test can be reliable but not valid, whereas a
test cannot be valid yet unreliable. Reliability, in simple terms, describes the
repeatability and consistency of a test. Validity defines the strength of the final
results and whether they can be regarded as accurately describing the real
reliability over time, over instruments and over groups of respondents. Indeed,
would be obtained.
Before we can define reliability precisely we have to lay the groundwork. First,
you have to learn about the foundation of reliability, the true score theory of
measurement. Along with that, you need to understand the different types of
measurement error because errors in measures play a key role in degrading
reliability. With this foundation, you can consider the basic theory of reliability,
including a precise definition of reliability. There you will find out that we
cannot calculate reliability -- we can only estimate it. Because of this, there a
variety of different types of reliability that each has multiple ways to estimate
reliability for that type. In the end, it's important to integrate the idea of
reliability with the other major criteria for the quality of measurement -- validity
service they are delivering. It is given some research showed its important to
the company to help its customers in providing them with a good, quality and
fast service.
introduced on World War II when munitions were inspected and tested for
Sadek (2010) assurance means the polite and friendly staff, provision of
employees. Are the employees skilled workers which are able to gain the trust
and confidence of the customers? If the customers are not return to do further
attention that the firm provides its customers. The essence of empathy is
unique and special and that their needs are understood. Customers want to
Many companies are spending substantial time, effort, and budget trying to
figure out how to market and sell to their customers. If they take a decent
having real empathy, they will likely see greater success in their business
objectives.
The definition of empathy is the ability to be aware of, understanding of,
and sensitive to another person’s feelings and thoughts without having had
understand the experience of our clients and their customers. These insights
Adam Helweh (2012) stated that instilling empathy into your business is
about clearly understanding your customer. It’s about aligning the entire
towards the other. (Batson, 2013) Understanding the others feelings and the
risks research limitation by this “fixed mindset” (Dweck, 2006). If the level of
oneʼ empathy, let alone its very presence, is tied to some uncontrollable and
grown more discerning regarding products and services, they use them to
human-centered research.
the ability to sense other people’s emotions, coupled with the ability to
in feelings experienced by the self and the other, without confusion between
(Ilhaamie, 2010). Because service is intangible, users rate the service by its
personnel.
Wright, Hines and Hyde (2011) cited that it also refers to the
clearly visible with the physical elements for Business Licensing and Permit
customer satisfaction does not end with all these characteristics mentioned.
business should want all their customers to get a unique positive and never
forgetting first hand impression, this would make them more likely to return in
view rather than from the company’s point of view. Standards for speed and
may be very different from the customer’s requirements for speed and
promptness.
for ways to improve in all three of these areas. However, you will find that
technology to learn more about customer needs and trains its people to
of the company to help its customers in providing them with a good, quality
and fast service. This is also a very important dimension, because every
customer feels more valued if they get the best possible quality in the service.
The theories below relates to the entirety of our study since it highlights
the important matters that are being tackled and most especially it provides a
service skills to the fulfillment of customers, and it also acts as our guideline to
repurchase intentions and leads to positive word of mouth. Given the vital role
companies and consumers, providing a good basis for the purchase and
tendency and willingness of service providers to help clients and satisfy their
needs, immediately reply to their inquiries, and solve their problems as quickly
organization. This reflects the workers' knowledge and experience and their
taking care of them individually and showing them all sorts of sympathy and
moderating variable is the customer profile which is the age, gender, status,
Customer Satisfaction
• Tangibility
Reliability
Responsiveness
Empathy
Assurance
Moderating Variable
Customer Profile
Age
Gender
Status
Education
Income
It is important to study this matter because it enables the organization and the
people inside the organization to analyze the capacities and strengths of their
to the following.
Definitions of Term
The key terms in this study are defined for clarity and easy
with
perceptions of performance during and after the consumption experience.
Methodology
treatment of data and the procedure that was used in the study.
Research Design
Aquino (2005), this method determines the relationships among two or more
data provided in this study, data collection and analysis are critical to the
outcome of this research study and its focus dominates this chapter.
Research Subjects
customers. The desired sample size was determined by using the maximum
City.
Table 1
Distribution of Respondents
Hair Studio
Pinky’s Parlor 50
Salon de Rozek
Davao City
Noordzij Beauty Salon 50
Research Instruments
The survey questionnaire had two sections. The introductory section of the
education and income. The item statements in the survey were intended to
determine the perception of the customers-respondents inside the beauty
salons.
There were 6 indicators in this study. The following scales were used in
Table 2
Reliability 1, 2, 3
Assurance 4,5,6,7
Empathy 8, 9. 10, 11
customer is very
this customer is
customer is
somehow agreed
stated idea.
customer is very
much doesn’t
stated idea.
Data-Gathering Procedure
about the level of customer satisfaction in selected beauty salons in Davao City.
answer the questions honestly so that valid and reliable data were elicited.
interpreted statistically.
take in a sample. Each entry in the table contains the frequency or count of
the occurrences of values within a particular group or interval, and in this way,
the table Used to determine the significant difference in the level of customer
the sample.