Production
https://prod.org.br/doi/10.1590/S0103-65132012005000080?lang=en
Production
Article

Determinantes da satisfação e atributos da qualidade em serviços de salão de beleza

Determinants of satisfaction and quality attributes in beauty salon services

Ribeiro, José Luis D.; Thiesen, João Paulo K.; Tinoco, Maria Auxiliadora C.

Downloads: 0
Views: 878

Resumo

Este artigo apresenta um modelo de representação dos determinantes da satisfação dos clientes de serviços em salões de beleza e dos atributos de qualidade percebidos por eles. Para isso, foram aplicadas duas pesquisas junto a usuários de salões de beleza com a finalidade de: (i) determinar as relações entre os determinantes da satisfação dos clientes; e (ii) identificar e hierarquizar atributos de qualidade percebidos, de acordo com sua importância para os clientes do serviço em questão. A confirmação de expectativas e a qualidade percebida aparecem como os principais determinantes da satisfação dos clientes. Competência técnica, limpeza do ambiente e dos utensílios, cumprimento de horários e localização conveniente aparecem como os principais atributos de qualidade percebidos. Os resultados desta pesquisa podem ser usados pelos gerentes de salões de beleza para aprimorar a qualidade do serviço e a satisfação dos clientes, estabelecendo um diferencial competitivo para sua empresa.

Palavras-chave

Satisfação dos clientes. Atributos da qualidade. Serviços. Salão de beleza.

Abstract

This paper presents a model to represent customer satisfaction determinants and perceived quality attributes in the hairdressing and beauty service segment. Two surveys were applied to beauty salon users with the purpose of: (i) determine the relationships among customer satisfaction determinants, and (ii) identify and rank attributes of perceived quality, according to their importance for customers of this segment. Confirmation of expectations and perceived quality appear as the main determinants of customer satisfaction. Technical competence, cleanliness of environment and tools, compliance to appointments, and convenient locations appear as the main attributes of perceived quality. These results can be used by managers of beauty salons to improve service quality and customer satisfaction, establishing a competitive advantage for their companies.

Keywords

Customer satisfaction. Quality attributes. Service. Beauty salon

References



AGRESTI, A.; FINLAY, B. Statistical Methods for the Social Sciences. 4th ed. New Jersey: Pearson Prentice Hall, 2009. 609 p.

ANDREASSEN, T. W.; LINDESTAD, B. Customer loyalty and complex services, The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, v. 9, n. 1, p. 7-23, 1998. http://dx.doi.org/10.1108/09564239810199923

BATESON, J. E. G.; HOFFMAN, K. Douglas. Marketing de Serviços. Traduzido por Lúcia Simonini. 4. ed. Porto Alegre: Bookman, 2001. 834 p.

BEARDEN, W. O.; TEEL, J. E. Selected Determinants of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, v. 20, p. 21-28, 1983. http://dx.doi.org/10.2307/3151408

BEI, L-T.; CHIAO, Y-C. An Integrated Model for the Effects of Perceived Product, Perceiver Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, v. 14, p. 125-140, 2001.

BITNER, M. J. Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, v. 56, p. 57-71, 1992. http://dx.doi.org/10.2307/1252042

BOTA, F. B. Atributos de Qualidade: Um Estudo Exploratório em Serviços de Estética e Beleza. Rio de Janeiro: Fundação Getulio Vargas; Escola Brasileira de Administração Pública e de Empresas, 2007.

BRADY, M. K.; CRONIN JUNIOR, J. Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing, v. 65, p. 34-49, 2001. http://dx.doi.org/10.1509/jmkg.65.3.34.18334

BRANCO, G. M.; RIBEIRO, J. L. D.; TINOCO, M. A. C. Determinantes da satisfação e atributos da qualidade em serviços de hotelaria. Produção, v. 20, n. 4, p. 576-588, 2010. http://dx.doi.org/10.1590/S0103-65132010005000057

CADOTTE, E. R.; WOODRUFF, R. B.; JENKINS, R. L. Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research, v. 24, p. 305-314, 1987. http://dx.doi.org/10.2307/3151641

CHOI, K.-S. et al. The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of Business Research, v. 57, p. 913-921, 2004. http://dx.doi.org/10.1016/S0148-2963(02)00293-X

CHURCHILL JUNIOR, G. A.; SURPRENANT, C. An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, v. 19, p. 491-504, 1982. http://dx.doi.org/10.2307/3151722

CHIU, H.-C.; LIN, N.-P. A Service Quality Measurement Derived from the Theory of Needs. The Service Industries Journal, v. 24, v. 1, p. 187-204, 2004.

CORRÊA, L. H.; CAON, M. Gestão de Serviços. São Paulo: Atlas, 2008.

DAY, E. The Role of Value in Consumer Satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, v. 15, 2002.

DIMITRIADES, Z. S. Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece. Management Research News, v. 29, n. 12, p. 782-800, 2006. http://dx.doi.org/10.1108/01409170610717817

DONTHU, N.; YOO, B. Cultural Influences on Service Quality Expectations. Journal of Service Research, v. 1, n. 2, p. 178-186, 1998. http://dx.doi.org/10.1177/109467059800100207

FARIAS, S. A.; SANTOS, R. C. Modelagem de Equações Estruturais e Satisfação do Consumidor: uma investigação teórica e prática. RAC, v. 4, n. 3, 2000.

GOODWIN, C.; SMITH, K. L. Courtesy and friendliness: Conflicting goals for the service provider? Journal of Services Marketing, v. 4, n. 1, 1990. http://dx.doi.org/10.1108/EUM0000000002500

GRÖNROOS, C. A Service Quality Model and its Marketing Implications. European Journal of Marketing, v. 18, n. 4, p. 36-44, 1984. http://dx.doi.org/10.1108/EUM0000000004784

GRÖNROOS, C. Service Management and Marketing. 3rd ed. Wiley, 2007.

HOMBURG, C.; WAYNE, D. H.; KOSCHATE, N. Customers' Reactions to Price Increases: Do Costumer Satisfaction and Perceived Motive Fairness Matter? Journal of the Academy of Marketing Science, v. 33, p. 36-49, 2005. http://dx.doi.org/10.1177/0092070304269953

HU, H.-H.; KANDAMPULLY, J.; JUWAHEER, T. D. Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, v. 29, n. 2, p. 111-125, 2009. http://dx.doi.org/10.1080/02642060802292932

INSTITUTO BRASILEIRO DE GEOGRAFIA E ESTATÍSTICA - IBGE. Pesquisa Anual de Serviços - PAS. IBGE, 2007. Disponível em: . Acesso em: abr. 2010.

JURAN, J. M.; GRYNA, F. M. Controle da Qualidade Handbook. 4. ed. v. 3. São Paulo: Makron, McGraw-Hill, 1993.

JUN, S. et al. The Relative Influence of Affective Experience on Consumer Satisfaction Under Positive Versus Negative Discrepancies. Journal of consumer Satisfaction, Dissatisfaction and Complaining Behavior, v. 14, p. 14, 2001.

KOTLER, P.; KELLER, K. L. Administração de Marketing. São Paulo, 2006.

LADHARI, R. A review of twenty years of SERVQUAL research. International Journal of Quality and Services Sciences, v. 1, n. 2, p. 172-198, 2009. http://dx.doi.org/10.1108/17566690910971445

LIMA, A. C. et al. Uniforme das Profissionais de Beleza do Cabelo do Salão Carisma: Um estudo ergonômico. In: WORKSHOP DE ANÁLISE ERGONÔMICA DO TRABALHO, 4.; ENCONTRO MINEIRO DE ESTUDOS EM ERGONOMIA, 1., 2009, Viçosa. Anais... Viçosa, 2009.

MARCHETTI, R.; PRADO, P. H. M. Um tour pelas medidas de satisfação do consumidor. Revista de Administração de Empresas, v. 41, n. 4, p. 56-67, 2001.

MARTENSON, R. Corporate brand image, satisfaction and store loyalty, A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management, v. 35, n. 7, p. 544-555, 2007. http://dx.doi.org/10.1108/09590550710755921

MIGUEL, P. A. C.; SALOMI, G. E. Uma revisão dos modelos para medição da qualidade em serviços. Revista Produção, v. 14, n. 1, p. 12-30, 2004.

MILLIMAN, R. E. Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, v. 46, p. 86-91, 1982. http://dx.doi.org/10.2307/1251706

MOORE, R.; MOORE, M. L.; CAPELLA, M. The impact f customer-to-costumer interactions in a high personal contact service setting. Journal of Services Marketing, v. 19, n. 7, p. 482-491, 2005. http://dx.doi.org/10.1108/08876040510625981

MORAES, F. Revista de celebridade e o consumo da felicidade em salões de beleza de periferia. In: CONGRESSO BRASILEIRO DE SOCIOLOGIA, 14., 2009, Rio de Janeiro. Anais... Rio de Janeiro, 2009.

NOGUEIRA, B. L. A.; SOUZA, V. A.; NUNES, J. H. Consumo e Apresentação do Self nos Salões: Análise Sociológica dos Serviços de Beleza e Higiene. In: CONGRESSO BRASILEIRO DE SOCIOLOGIA, 14., 2009, Rio de Janeiro. Anais... Rio de Janeiro, 2009.

NORONHA, A. P. L.; OLIVEIRA, S. B.; LEITE, M. S. A. Aplicação do custeio baseado em atividade (ABC) aos serviços prestados por um salão de beleza. In: ENCONTRO NACIONAL DE ENGENHARIA DE PRODUÇÃO, 26., 2006, Fortaleza. Anais... ABEPRO, 2006.

OLIVER, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, v. 17, p. 460, 1980. http://dx.doi.org/10.2307/3150499

OLIVER, R. L.; BURKE, R. R. Expectation Processes in Satisfaction Formation. Journal of Service Research, v. 1, n. 3, p. 196-214, 1999. http://dx.doi.org/10.1177/109467059913002

OLIVER, R. L. Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, v. 20, n. 3, p. 418-430, 1993. http://dx.doi.org/10.1086/209358

PARASURAMAN, A.; ZEITHAML, V. A.; BERRY, L. L. A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, v. 49, n. 4, p. 41-50, 1985. http://dx.doi.org/10.2307/1251430

PARASURAMAN, A.; ZEITHAML, V. A.; BERRY, L. L. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, v. 64, n. 1, 1988.

POLLACK, B. L. The nature of the service quality and satisfaction relationship: Empirical evidence for the existence of satisfiers and dissatisfiers. Managing Service Quality, v. 18, n. 6, p. 537-558, 2008. http://dx.doi.org/10.1108/09604520810920059

ROSSI, C. A. V.; SLONGO, L. A. Pesquisa de Satisfação de Clientes: o Estado-da-Arte e Proposição de um Método Brasileiro. Revista de Administração Contemporânea, v. 2, n. 1, p. 101-125, 1998.

RUST, R. T.; OLIVER, R. L. Service quality: New directions in theory and practice. Thousand Oaks: Sage Publications, 1994.

SCHWER, R. K.; DANESHVARY, R. Keeping up one's appearance: Its importance and the choice of type of hair-grooming establishment. Journal of Economic Psychology, v. 21, p. 207-222, 2000. http://dx.doi.org/10.1016/S0167-4870(99)00043-4

SHAMDASANI, P. N.; BALAKRISHNAN, A. A. Determinants of relationship quality and loyalty in personalized services. Asian Pacific Journal of Management, v. 17, p. 399-422, 2000. http://dx.doi.org/10.1023/A:1015834214570

SPRENG, R. A.; MACKOY, R. D. An Empirical Examination of a Model of Perceived Service Quality and Satisfaction, Journal of Retailing, v. 72, n. 2, p. 201-214, 1996. http://dx.doi.org/10.1016/S0022-4359(96)90014-7

SZYMANSKI, D. M.; HENARD, D. H. Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, v. 29, n. 1, p. 16-35, 2001.

TINOCO, M. A. C.; RIBEIRO, J. L. D. Uma nova abordagem para a modelagem das relações dos clientes de serviços. Produção, v. 17, n. 3, p. 454-470, 2007. http://dx.doi.org/10.1590/S0103-65132007000300005

TSE, D. K.; WILTON, P. C. Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, v. 25, p. 204-212, 1988. http://dx.doi.org/10.2307/3172652

URDAN, A. T.; RODRIGUES, A. R. O Modelo do Índice de Satisfação do Cliente Norte-Americano: um Exame Inicial no Brasil com Equações Estruturais. Revista de Administração Contemporânea, v. 3, n. 3, p. 109-130, 1999.

VOSS, G. B.; PARASURAMAN, A.; GREWAL, D. The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges. The Journal of Marketing, v. 42, n. 4, p. 46-61, 1998. http://dx.doi.org/10.2307/1252286

WESTBROOK, R. A.; OLIVER, R. L. The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of consumer Research, v. 18, n. 1, p. 84-91, 1991. http://dx.doi.org/10.1086/209243

WICKS, A. M.; ROETHLEIN, C. J. A satisfaction-based Definition of Quality. Journal of Business & Economics Studies, v. 15, n. 1, 2009.

WIRTZ, J.; BATESON, J. E. G. Consumer satisfaction with services: integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of Business Research, v. 44, p. 55-66, 1999. http://dx.doi.org/10.1016/S0148-2963(97)00178-1

YEE, R. W. Y.; YEUNG, A. C. L.; CHENG, T. C. Edwin. An empirical study of employee loyalty, service quality and firm performance in the service industry. International Journal of Production Economics, v. 124, p. 109-120, 2010. http://dx.doi.org/10.1016/j.ijpe.2009.10.015

YIM, C. K.; CHAN, K. W.; HUNG, K. Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity. Journal of Retailing, v. 1, n. 83, p. 147-157, 2007. http://dx.doi.org/10.1016/j.jretai.2006.10.011
5883a4417f8c9da00c8b4859 1574685864 Articles
Links & Downloads

Production

Share this page
Page Sections