Asian J Beauty Cosmetol. 2010; 8: 0.

A Study on the Effects of Service Quality on Customer Satisfaction and Shop Loyalty in the Beauty Industry

The purpose of this study was to examine the interrelationship of service quality to customer satisfaction in the beauty industry marked by a rapid market growth, fast advance in technology and fierce competition. It's specifically meant to investigate the impact of the quality of beauty service on customer satisfaction and store loyalty in that industry. The findings of the study were as follows: First, as a result of checking the influence of the technical quality and functional quality of hairdressing service on customer satisfaction, functional quality(0.864, p<.05) and technical quality(0.699, p<.05) had a significant impact on customer satisfaction. Second, as a result of examining the impact of customer satisfaction with the quality of hairdressing service on store loyalty, customer satisfaction affected store loyalty in a significant manner(0.876, p<.05). The findings of the study suggest that even though the technical quality of beauty parlor service is superior, it's not easy to satisfy customers when it lags behind in terms of technical quality such as communication and efforts for maintaining a close relationship and eliminating customer grievances. And when marketing strategies are formulated, it's needed to focus on raising customer satisfaction to bolster customer loyalty, as the importance of customer retention is increasingly stressed due to keep competition in the beauty industry.

Keywords : Technical quality, Functional quality, Customer satisfaction, Shop loyalty