Punter Gratification in Beauty Parlors
Keywords:
Stress buster, service quality dimensions, tangibility, empathyAbstract
Grooming is one important aspect which many women prefer and indeed men also like women who are beautiful and fresh. In the present busy environment salons and beauty parlors act as stress buster to give them a relief. Women’s wish to become beautiful increases day by day and they fulfill it by frequently visiting beauty parlors and salons. Customer satisfaction will increase the service rate. It can be achieved when customer expectations are met. The data was collected using survey method and the sample is customers visiting the beauty parlors. Descriptive research was used to collect data from major beauty parlors in Chennai city. The questionnaire constituted questions related to service quality dimensions namely, Tangibility, Reliability, Assurance, Responsiveness, and Empathy. The collected data from the questionnaire was analysed using descriptive statistics and regression analysis. in this study it is shown that, tangibility and empathy have maximum influence on customer satisfaction. It means that the way the staff in beauty parlors behave to the customers have greater impact on customer satisfaction.
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