A study on service quality of G-six Hair and Beauty Salon
Chapter 1
Introduction
G-six Hair and Beauty Salon prides on providing a high standard of customer service. In addition to the quality hair and beauty services, the customer service has been found to be one of the main reasons of clients keep coming back to the salon.
Today, beauty care becomes a big business, which can contribute to an economy significantly (Peiss 2000). Large scale production, global distribution networks, extensive advertisement efforts, scientific marketing and sales at a large scale, all these have contributed to the emergence of beauty as an industry (Peiss 2000). Beauty is always considered as an important attribute for female. From the ancient time till now, we can trace many descriptions of beauty and beauty care practices in the poetry, literature and arts (Peiss 2000). As globalization intensifies, the concept of beauty and the necessity of being beautiful have gone through an evolutionary change. Now women tend to spend more time, energy and money on beautification by visiting beauty parlors or salons (Schwer & Daneshvary 2000; Joy, Sherry, Troilo & Deschenes 2010). Physically attractive people usually income more compared to the less attractive people (Hamermesh & Biddle 1994; Frieze, Ohlson & Russell 1991). Moreover the organizations tend to earn more revenue if they hire physically attractive employees (Bosman, Pfann, Biddle &Hamermesh (1997). Besides, being attractive can increase the possibility of getting married (Young 2011). The growing importance and demand of beauty care vigorously raised the question on quality service issues for beauty parlors. As beauty care is a kind of personal service, ensuring service quality is challenging yet unavoidable need for the customers. It has been evident that, when customers’ perceptions of service quality are positive, the behavioral intentions are favorable, which strengthens their relationship with the organization (Zeithaml & Bitner 2003). On the other hand, when service-quality
Introduction
G-six Hair and Beauty Salon prides on providing a high standard of customer service. In addition to the quality hair and beauty services, the customer service has been found to be one of the main reasons of clients keep coming back to the salon.
Today, beauty care becomes a big business, which can contribute to an economy significantly (Peiss 2000). Large scale production, global distribution networks, extensive advertisement efforts, scientific marketing and sales at a large scale, all these have contributed to the emergence of beauty as an industry (Peiss 2000). Beauty is always considered as an important attribute for female. From the ancient time till now, we can trace many descriptions of beauty and beauty care practices in the poetry, literature and arts (Peiss 2000). As globalization intensifies, the concept of beauty and the necessity of being beautiful have gone through an evolutionary change. Now women tend to spend more time, energy and money on beautification by visiting beauty parlors or salons (Schwer & Daneshvary 2000; Joy, Sherry, Troilo & Deschenes 2010). Physically attractive people usually income more compared to the less attractive people (Hamermesh & Biddle 1994; Frieze, Ohlson & Russell 1991). Moreover the organizations tend to earn more revenue if they hire physically attractive employees (Bosman, Pfann, Biddle &Hamermesh (1997). Besides, being attractive can increase the possibility of getting married (Young 2011). The growing importance and demand of beauty care vigorously raised the question on quality service issues for beauty parlors. As beauty care is a kind of personal service, ensuring service quality is challenging yet unavoidable need for the customers. It has been evident that, when customers’ perceptions of service quality are positive, the behavioral intentions are favorable, which strengthens their relationship with the organization (Zeithaml & Bitner 2003). On the other hand, when service-quality