International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue V, May 2021 | ISSN 2454–6186

Service Quality and Customer Satisfaction among Beauty Salons

Rey Avila Mangarin¹, Jennifer C. Gonzaga^2
1The University of Mindanao (Panabo)
²Dean of Business Education, Samal Island City College

Abstract: This study was conducted to determine the significant influence of service quality on customer satisfaction among beauty salons in a certain municipality of Davao del Norte, Philippines. A quantitative non-experimental descriptive-correlational design was employed in the study utilizing a convenient sampling technique among respondents distributed from six beauty salons each with a quota of 50 customers to rate for year 2019. Mean was used to measure the level of service quality and customer satisfaction while linear regression analysis was used in determining what domain of service quality significantly influence customer satisfaction among beauty salons. As a result, service quality was in high level which while customer satisfaction was in moderate level. It was also found out that there is a low positive significant relationship between service quality and customer satisfaction among beauty salons and that 9.06% of the customer satisfaction can be attributed to service quality. Further, only tangibles domain significantly influences customer satisfaction while the rest did not. Thus, service quality is recommended to be enhanced to achieve a high level of customer satisfaction.

Keywords: beauty salons, customer satisfaction, service quality

I.INTRODUCTION

Every morning, most people have different rituals of beautifying personally. It involves the daily shower and shave, the weekly nail trim and the monthly haircut. Beauty salon is an establishment that can provide and offer services for both men and women in enhancing their physical image. It offers various services like haircut, hair treatment, foot care and spa, manicure, pedicure etc. However, not all beauty salon can easily gain customers and increase profit due to the lack of information that should from their target individuals (Sena, 2014).
Thousands of beauty care service providers have arrived all over the country in the last decade. The beauty salon industry started to enter the business world hence, customer satisfaction is affected. In order to comprehend the booming industry, understanding the perceptions of the consumers is essential to maintain its quality of giving service (Akter, 2008).