Customer experience, satisfaction and loyalty at South African hair salons and spas

Abstract

In today's highly competitive marketing landscape, the importance of customer experience has become increasingly pressing for businesses globally. To succeed in the service industry, companies must strategically manage the factors that impact customer experience. Hair salon and spa owners face the challenge of understanding the effects of customer experience, satisfaction, and loyalty and how these concepts affect their business growth. Previous research has identified discrepancies in the relationship between customer experience, satisfaction, and loyalty. Management of these elements gives businesses a competitive edge, differentiation, and overall success. A paucity of research analyses the influence of customer experience on satisfaction and loyalty within the beauty industry from a customer standpoint. This research endeavours to appraise the significance of customer experience on satisfaction and loyalty in South African hair salons and spas as customers perceive. The present study used a quantitative methodology, employing a survey strategy to gather data from individuals aged between 18 and 45 years residing in the Gauteng province. 347 responses were collected using an online questionnaire and analysed using Statistical Package for Social Sciences (SPSS) and AMOS software to draw conclusive results. The data indicates that a strong and positive correlation exists between customer experience and satisfaction, and that satisfaction positively impacts loyalty. No significant variations in perception of experience, satisfaction, and loyalty were found among customers based on gender or years of experience. Hair salon and spa owners can significantly impact customer perception by recruiting skilled beauticians, effectively managing time, and upholding the necessary standards for the servicescape to deliver the required services. The manipulation of elements that influence the customer experience can lead to increased satisfaction, which in turn can foster loyalty to hair salons and spas