Analysis of Service Quality and Customer Satisfaction in a Beauty Salon

a case study on the SERVQUAL and Net Promoter Score (NPS) tools

Abstract

Service quality and customer satisfaction are essential for the good performance of any company in the market, especially companies that operate in the service sector and want to stand out for their good service. This work had the general objective of identifying whether the perceived quality of the services of a beauty salon in Itabira/MG leads to customer loyalty, seeking to identify the profile of the customers of the beauty salon under study in the city of Itabira/MG, measuring user satisfaction. in relation to the five dimensions of quality and identify the loyalty index using the NPS – Net Promoter Score. This is a quantitative, descriptive work, carried out through field research. The sample covers an audience of 21 people who are part of the company's active customers in the last six months, being a census sample, where a questionnaire was applied, and the analysis was carried out using statistical analysis. The results of the objectives show that the client profile is female, between 29 and 38 years old, who frequent the salon within a year, receive between two and three salaries and have completed secondary education. The satisfaction measurement showed that the salon in question obtained 93.25% satisfaction and a dissatisfaction gap of just 6.75% in the general results obtained through the statements in the questionnaire. In the loyalty index, 17 promoters (80.95% of respondents) were calculated, which are customers who are satisfied and promote the company's image, and 4 neutrals (19.05% of respondents), which are customers who do not have an opinion formed in relation to the company.