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.
http://dx.doi.org/10.1590/S0103-65132012005000080
Prod, vol.23, n3, p.609-624, 2013
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
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