Customer satisfaction of hair beauty service, the case of Mano Mano hair beauty salon in Ho Chi Minh city

Abstract

From the fact the number of customers of Mano Mano has gone down in recent months, this study applied the SERVQUAL instrument to evaluate Mano Mano’s performance then offer value recommendations to improve service quality. Main theoretical framework for the study is SERVQUAL model of Parasuraman with five dimensions: Reliability, Responsiveness, Assurance, Empathy and Tangibility. After doing qualitative research, the study established a measurement scale including 27 attributes of five dimensions. Later, quantitative research which collected and analyzed 137 valid questionnaires by Excel software give results of customer expectation of hair beauty salon, customer perception of Mano Mano performance in fact then identify the gaps between expectation and performance following five dimensions. From the gaps, the study also suggests helpful solutions for Mano Mano to gain customers again. Despite certain limitations, this study is hoped to contribute implications for hair beauty salon managers when they want to remove weaknesses and improve service quality.