Cv of Sundas

7/30/2019 Cv of Sundas

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CONSUMER BEHAVIOUR

CONSUMER BUYING BEHAVIOUR AND DECISION MAKING PROCESS

TERM REPORT

SUBMITTED BY :

ABEER SALIM

HIRA WAHEED

MEHREEN ABBAS

NAZNEEN ZUBAIR

SANIYA IKRAM

SUBMITTED TO:

Maam Ambreen Bashir


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Consumer Behaviour:

Consumers or the Customers are valuable assets for any organisation as they are the ultimate

destination of any products or services. Since, they are the ultimate end users of any product or

services, thus, the success of any organisation depends upon the satisfaction of the consumers, if

not they will switch to other brands. Due to this reason, the satisfaction of the consumers

becomes priority for any organisations. For satisfying the consumers, one has to know about

what consumer buy, why they buy it, when they buy it, how and how often they buy it and what

made them to switch to other brands.

Our term report is an attempt to study the buying patterns among the individuals with relevance

to hair care services. The study also examines the various factors which influence the consumers

to choose a particular brand for hair care service and reasons for their switching to other

brands.

Product Service Category : Hair Care

INTRODUCTION

Consumers or the Customers are valuable assets for any organisation. Consumer is an individual

or group of individuals who select, purchase, use, or dispose of products, services, ideas, or

experiences to satisfy needs and desires. In other words, Consumers are the ultimate destination

of any products or services. The study of these individuals, groups, or organizations is what we

call Consumer behaviour. The processes by which these organisations select, secure, and dispose

of products, services, experiences, or ideas to satisfy needs and the impacts that these processes

have on the consumer and society. It blends elements from psychology, sociology, social

anthropology and economics. It attempts to understand the buyer decision making process, both

individually and in groups. It studies characteristics of individual consumers such asdemographics and behavioral variables in an attempt to understand people's wants. It also tries to

assess influences on the consumer from groups such as family, friends, reference groups, and

society in general. Customer behavior study is based on consumer buying behaviour, with the

customer playing the three distinct roles of USER, PAYER AND BUYER.


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In the present competitive global market, it has been seen that organisations are increasingly

focusing on the retention of their existing customers. Thus, Gaining knowledge about customers'

switching behavior is substantively important for the sustainability of any organisation.

Customers' switching behavior is the process exhibited by a customer, behaving differently to a

particular brand and undergoes alteration in the preference of the existing product or services.

Since, customers are the ultimate end users of any product or services, the success of any

organisation depends upon the satisfaction of the consumers, if not they will switch to other

brands. When any organisation loses a customer they are not only losing future earnings but also

incurring the cost of finding new customers. Over time loyal customers become less price-

sensitive therefore, losing loyal customer means giving up high margins. Considering the

technological advancements and its easy access to every individual, customers are becoming

intolerant and they can dissolve the relationship as soon as any problem arises. Thus, customer

retention is the core concern of each and every organization.

OBJECTIVES:

To highlight the reasons behind the first choice of the consumers for a particular service Reason for switching the brand Level of satisfaction with the current choice and why.

Product/Service Category: HAIR CARE SEVICES

Salon 1: Mona J Salon

Respondent 1: Natasha Tarique switched over from Rush Salon

Natasha Tarique was a consumer of the hair highlighting

Salon 2: Saqib & Sabihas

Respondent 2: Amber switched over from Saminas

Amber was a consumer of Hair Rebonding


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Name Service Experienced Switched

Natasha Tarique Hair Highlighting Rush Salon Mona J Salon

Amber Hair Rebonding Saminas Saqib & Sabihas

Rush Salon: Situated in London, with over 30 branches in London this Salon is considered to be

the competition to the renowned Toni & Guy in London.

Mona J Salon: An upscale makeup artist who has done ramp and print shoots plentiful, has a

medium setup with services matching top notch salons of Karachi.

Saminas : The salon was placed in the category of reliable salons where the quality of products

was not bad but the profile was low and not much highlighted.

Saqib & Sabihas: The salon has a long list of loyal clients who prefer a more pampered

environment with attention from the owner couple. Not much known for makeup skills but other

services offered match other best salons of Karachi.

Competition

Since the target market is such who have a need of looking more appealing. The competition of

the category 1 can be classified as

Other high end Salons Freelance beauty consultants

For category of hair rebonding the competition is as below

Other high end Salons Freelance beauty consultants DIY Hair straightening kits Hair iron manufacturing companies


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MARKEING MIX STRATEGIES :

Rush has competitor salons such as Tony & Guy, Headmasters, Sean Hannah all expensive and

upper class salons.

Rush gets an edge over its competitors as its environment is more friendly. Here small talk is

encouraged with the client unlike its high end competitor salons. The productin terms of quality,

styling, setup of the salon which is all chrome and glass is highly impressive and places t as a

high end salon.

The prices are negligibly less than the competitor and most services have the same prices in the

category of salons.

Rush has plenty of branches and it takes pride that anyone be it in Kensington or Canterbury,

thereforeplace is a benefit to rush that is ahred with other Salons of UK as well.

Since the digital media is mammoth sized abroad Rush and its likes have major presence not

only on facebook and twitter but also well managed websites and blogs where online

appointments are possible

Saminasmain competitors were Rose, Depilex Mahrose, Kashees beauty parlour.

The individual attention of the owner with few clients at a time was an attraction for clients who

were not happy in over crowded over rated salons like Rose and Depilex. The products used

were of a good quality which gave the clients much comfort and guarantee of no damage.

The prices were similar to the other good parlours of the area. Many good salons resort to

penetration pricing, Saminas Salon did the same in order to compete with established bigger

names had kept a little less margin for more consumers. Since the area is a densely populated

zone of Karachi the location andplace was good for building clientele.

Thepromotion can be labeled as personal selling since the owner herself spoke to clients hence

became the active spokesperson for the services.


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MARKETING MIX OF SWITCHED OVER SALONS:

Mona J Salon

Mona J Salon has competitor salons such as Tony and Guy, Bina Khan, Sabs, Alle nora, Aliya

Tippu Shaheen etc.

Their Unique selling proposition in comparison to others is affordability of an experienced stylist

in comparison to new more expensive fashion makeup artists. This salon is a well established

name hence their productand service offered is established as safe and they extend support to

their client.

They have good prices that are a bit less than the competitor brands as they resort to bundled

prices and get maximum benefit out of it. Since high quality products are used the guarantee of

the manufacturer automatically is passed on.

Since the loyal clientele belongs to the SEC A the place of Salon is in DHA. Therefore,

attracting most people to the safe and convenientplace.

This salon has a thriving page on facebook and no paid promotions. Appearances on morning

shows have done immense benefit for the public relationing therefore the promotion though

limited has been done well.

Saqib and Sabihasmain competitors based on their offered services is Dressing table, Neelos,

Blo, Mahvish Hasan Salon etc.

The salon has renowned products used for all service. Since both owners are qualified Vidal

Sasoon students the quality and service expected and given by the salon is really good.

This salon follows a skimprice method as they want to enlarge their image as high end salon and

resorting to lesser margin can change the image of the salon. In six months they do come up with

a short discount scheme for their loyal and regular clients.

The salon is located in Defence, again a good place to capture the target market that is status

conscious; they see the prices reflecting their buying powers.


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Saqib and Sabiha are active on facebook and constantly promote their new work. Since they are

established, their bestpromotion also comes from morning shows and magazine interviews.

MARKETING MIX SALON 1

MARKETING MIX RUSH SALON:

Product/ Service: Highlights Place: London

Price: 60 Pounds Promotion: Various electronic media like

facebook, through its website, magazines

like She and Visage

MARKETING MIX SALON 2

MARKETING MIX SAMINAs:

ProductService: Hair Rebonding Place: Near Time Medicos, Karachi

Price:Rs.20000 Promotion: word of mouth


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Research Methodology:

The Selection of both the consumers was based on non probability convenience sampling. The

research design was qualitative, where interpretivism being the dominant paradigm. While

conducting the interview, discussion guide (attached as annexure) was used to direct the

interview toward a pre defined objective. Out of 15 questions in total, 8 questions were related to

the current service for both the consumers, while the remaining 7 focused on behaviour and

consumption pattern that led to the switch of the service.

The main focus was to understand the consumption patterns of both the consumers, their

motivation to consumer a particular service and/ or switching to another service.

Following are the questions asked in order to direct the interview for both the consumers:

1) How did you first come to know about Hair highlight/Re-Bonding?2) What was the motivation for you to go through this procedure?3) Which salon did you choose and why?4) Time/ year when service was taken?5) Were you a client at the salon before you took this service?6) Did you become a client later at this salon after the service?7) How much research did you put into this research?8) How much did you pay?

Questions after the switch

1) Why did you switch?2) Reasons for the switching?3) What was your research this time?4) Where you a client at this salon before?5) Did you become a client after this service?6) How much did you pay?7) Why less than last time?


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Customer Profile:

RESPONDENT 1:

Basis for Segmentation:

Facts:

Demographics:

The consumer is a 24 years old female, who was single when she consumed the service, got her

highlights done from Rush. She lives in Clifton and belongs to a high social class. She is a

working woman who did her MBA from London and is currently associated with a media/

advertising agency. Her monthly income is around Rs.30000, which she spends on herself.

Cognition:

The consumer is an independent individual, who is the decision maker of her family. She is very

much outgoing and loves experiencing things around and is high on innovation having high

resources. She is particularly interested in photography and partying out with friends and family,

in which she is engaged very frequently.

Consumption Specific:

Facts:

The consumer is independent in making decisions. She consumes such grooming services on

monthly basis. She got her highlights done for her sisters wedding. She is a loyal customer of

Mona J to which she switched after Rush. She believes that at Mona J, the results are promising,

i.e.; the results of a particular service shown in catalogue are exactly the same when consumed.

The quality is also one of the most promising elements of Mona J.

Cognition:

This consumer looks for quality and promising result when it comes to self enhancing activities.

Her involvement was very high because she is very much conscious about her looks and

appearance and believes that enhancing her outlook gives more self-confidence and admiration.


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The benefits that she looked for were quality, promising end results, i.e., health, shinny hair with

voluminous appearance and the colour that goes with her personality.

RESPONDANT 2:

Basis for Segmentation:

Facts:

Demographics:

The consumer is a 28 years old female, who is single who got her rebonding done at Saminas,

located near Time Medicos, opposite AKUH. She lives in Gulshan , and belongs to upper middle

social class. She is a working woman who has done her BBA from Pakistan and is currently

associated with private organization. Her monthly income is around Rs.15000, which she spends

on herself.

Cognition:

The consumer is a kind of individual who takes decision after having a careful research done and

then having a joint decision and opinion of her family. She is introvert and does not take risk.

She is high on innovation having high resources and is a Thinker. She is particularly interested in

reading books and outings with family and friends.

Consumption Specific:

Facts:

The consumer makes decision a careful analysis. She consumes such grooming services on

monthly basis. She got her rebonding done because she wanted her a solution to her

unmanageable, frizzy hair instead of compromising her hair length and playing with cuts. She

was a loyal customer of Saminas but had to switch to Saqib and Sabihas because the previous

saloon got closed and shifted to USA. She was quite satisfied with the service she consumed and

got various procedures done.


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Cognition:

This consumer looks for quality and reliability when it comes to self enhancing activities. Her

involvement was very high because she is very much concerned about the outcomes of whatever

she does. She does not like taking risk and so finds out first hand information from people who

have experienced things personally. She is also very much conscious and concerned about her

hair and cant afford to cause any damage. She likes long yet manageable hair and did not want

to compromise the length. The benefits that she looked for were quality, reliability, positive and

desired outcome, health, shinny, silk and smooth hair.

CUSTOMER PERCEPTION DUE TO MARKETING MIX USED BY THE SERVICE

PROVIDERS:

Consumer 1:

Rush is perceived to be a hair dressing saloon which delivers quality, creativity and consistency

in whatever they offer. It is a London Based saloon that is well known and appreciated among

consumers and is a competitor to Toni and Guy. Most of its clientage belongs to the higher class

society. Visiting Rush and getting your things done here is itself an experience.

Marketing Mix:

Service: Highlights

Price: 60Pounds

Place: London

Promotion: Their services are worldwide promoted through various electronic media like

facebook, websites, magazines like She and Visage.

Along with the services being promoted through various channels and experiences of the people

who come here, the consumers also get attracted to it because of the its Fame and Brand Equity.

The staff their demonstrate consumers the real pictures of various procedure performed

previously and guide customers by giving their experts opinion about what would suit them.


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CUSTOMER 2:

Saminas is a local hair dressing saloon that is perceived to be reliable having quality products

and satisfied customers. Most of its Clientage belongs to Middle-middle and upper middle class.

It is a competitor to Farseen, which again is a Karachi based saloon located in similar area

The products used are of good quality.

Marketing Mix:

Service: Hair Rebonding

Price: Rs. 20000

Place: Near Time Medicos, opposite AKUH, Karachi

Promotion: No definite strategy, word of mouth

Since the consumers get the first hand information by the customers who regularly visit Saminas

and are satisfied, people are often attracted by the results and the positive feedback. The live

examples draw people to get their beauty treatments and services done here.


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CUSTOMER PROFILE AND SEGMENTATION BASES

Customer 1:

Consumer Rooted Consumption specific

Fact Age: 24 years old Gender: female Marital Status: single. Income: Rs. 30000/ month Education: Masters Occupation: Media/ advertising Social Class: Upper Address: Clifton

Usage Rate: Varies but average-monthly basis

Usage Situation/ occasion:Sisters Wedding

Brand Loyalty: good Psychographics: Out going,

frequently engaged in outing

with friends and families,

experiences new things, is

interested in photography.

Cognition Personality Traits: Extrovert, out going,independent, decision maker

VALS: High resources, high innovation,experiencer.

Lifestyle: The consumer is an independentindividual, who is the decision maker of her

family. She is particularly interested in

photography and partying out with friends

and family, in which she is engaged very

frequently.

Believes that enhancing her outlook givesmore self-confidence and admiration

Benefits Wanted: quality and

promising results that enhances

her personality.

Level of involvement: veryhigh.

Awareness About theAlternatives: Yes


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CUSTOMER 2

Consumer Rooted Consumption specific

Facts Age: 28 years old Gender: female Marital Status: single. Income: Rs. 15000/ month Education: Bachelors Occupation: HR co-ordinator Social Class: Upper Middle Class Address: Gulshan-e-Iqbal

Usage Rate: Varies but average-monthly basis

Usage Situation/ occasion: Getrid of unmanageable hair

Brand Loyalty: good Psychographics: Interested in

reading books, information

seeker, likes watching TV and

photography.

Cognition Personality Traits: Introvert, Carefull in makingdecisions, reserved, considers family members for

opinion

VALS: High resources, high innovation, thinker. Lifestyle: The consumer seeks opinion of her

family members while making decisions.

Frequently engaged in family gatherings

Believes in looking simple yet presentable.

Benefits Wanted: quality, reliability,

healthy, shinny, silky, smooth hair

Level of involvement: very high. Awareness About the

Alternatives: Yes


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CUSTOMER MOTIVATION:

In reference to the Maslows hierarchy of needs, our customers fall in the category of satisfying their Ego

needs and self- actualization needs.

Customer 1:

The underlying motivation for this customer is her unsatisfied needs to secure a position of an achiever.

As this customer is high innovator and also have high resources to satisfy her needs. She is outgoing,

sophisticated, and a mix of ideal private self-and ideal social self.

She has a goal oriented life style focusing on both her professional carrier as well as her family. She

wants to brand herself in social gatherings with a premium brand in order to be proud of using premium

services from well-established and expensive brands to show her success among her peers and social

circles.

According to the model of motivation the underlying need of the customer is to have noticeable hairs

among social circle. She wanted to have a combination of satisfying her needs to have fun as well asbeing centre of attention possessing different hair color shades. Since hair highlighting is a new trend to

go for having different hair color look. She wanted to make her hair color more interesting but that could

not directly affect her personality. Since the customer have already took services from Rush, London and

later changed her geographical location, now she desired to have the same level of satisfaction to go for

highlights that would have same result as previously. This anxious attitude made her to search for a hair

care service having same attributes and possessing both functional and emotional benefits. This is the

tension and drive that was imposed on her and she went for searching. Her traits of egoistic approach has

rendered her to identify the hair care service of Mona J from her contacts, friends, family, and colleagues

and her perception of attaining the same fulfillment of her satisfaction in getting her hair highlights done

made her to achieve the goal. She has accomplished the product specific goal and took hair highlights

from Mona J. in this way, customer has fallen under the model for motivation.

Functional

consequences

Psychosocial

consequencesAttributes Value

Indifferent

beauty

Admiration

from people

& Self-

confidence

Highlighted

hair colors of

own choiceSelf-esteem


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Customer 2:

Our second customer is a believer. She is conservative and tends to select the brands which are well-

established and within her resources. But yet she is outgoing and knows very well how to manage her

resources and underlying deeds effectively. She is less risky and traditional but also wants to move well in

her social circle and have super egoistic approach towards using services or brands. She is believer, and

makers.

She is also focused on reliability and quality of brand and took opinion from her peer. She wanted to

achieve the same level of satisfaction and underlying motivation from Saqib and Sabihas as she used to

with Saminas. As this customer is less on innovation but has strong emotional affect as she wants to look

good and wants free from frizzy hairs. She is less caring about brands but wants similar quality of

services as her past experience. She also wants to gain fame in her surroundings, her friends, and

colleagues and is keen to hear appreciation from others.

According to the model of motivation the underlying need of the customer is to have noticeable hairs

among social circle. She wanted to get her frustration out by permanent straightening of her hairs as she

could not manage her frizzy hairs well at her workplace. Earlier the customer took services from

saminas but ultimaletly she had to switch to another service centre as saminas has moved to foreign

country. She heard from her fellows that For saqib and sabihas offer similar quality of services and

beautiful lon-term hair straightening as that saminas in high prices. Her passionate approach towards

goal accomplishment drives her to use the saqib and sabihas services to obtain her optimim level of

satisfaction. Hence the customer was delighted thru the achieving goal and thereby reduction in her

tension which has brought customer delight.

Considering the means-ends chain model,

Functional

consequences

Psychosocial

consequencesAttributes Value

Silky soft hairs

Sensual look

Social acceptance

Well managed

hairs & time

self confidence

Free from

frizzy hairs

Self-esteem


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Decision-making process:

Consumer 1

-24 year female

MBA, earning

30,000, Sec A,

independent,

decision-maker,

innovator, risk taker,

media exposure,

status conscious

- Personality-Ego,

extrovert

-Emotional appeal

(arousal & Pleasure

seeker)-Product attribute

driven by cognitive

component

-sophisticated

- Problemidentification-

Need for same

quality highlights

as from Rush

London- Information

Search-Peer

review, internet

search

- Evaluation ofexpected outcome

risk taking

- Purchase-servicesof highlights taken

- Post purchasebehavior-looksforward for

repeat purchase

External influence

Internal influence

Life styles

Decision process styles

Desire/

Needs

Experiences

Acquisitions

Experiences

Acquisitions


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Consumer 2

CUSTOMRER BEHAVIOUR:

This research explores the relationship between customers' loyalty and satisfaction with their hair

care professionals. Although the marketing literature is stuffed with studies that examine the

interaction between service providers and customers, the extant literature is almost silent

regarding hair care service providers and their clients' loyalty and satisfaction.

Research indicates that hair care providers need advanced salon skills to provide their diverse

customers with the latest styles. Therefore, basic knowledge about hair care is a necessary but

insufficient condition for customer satisfaction in the hair care industry. We also found that after

-28 year female BBA,

earning 15,000, Sec

upper middle class,

decision-maker, less

innovator, less risk

media exposure,

peer reviews, quality

conscious , believer

and maker

- Personality-Super

Ego,

-Emotional appeal

(arousal)

-Product attribute

driven by effectivecomponent

-sophisticated

- Problemidentification-

Need for same

quality hairs

rebounding

highlights as from

Saminas

- InformationSearch-Peer

review, internetsearch

- Evaluation ofexpected outcome

based on peers

experiences

- Purchase-servicesof hairs

rebounding

- Post purchasebehavior-very

satisfied and

repeat purchase

attitude

External influence

Internal influence

Life styles

Decision process styles

Desire/

Needs

Experiences

Acquisitions

Experiences

Acquisitions


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clients have had several visits to the salon, customers and hairdressers develop a bond of trust

that may lead to customer satisfaction. Both parties enact authoritative stances by raising

questions, making suggestions, and ratifying or objecting to hair-care recommendations.

However, it is our observation that some hair care providers resent negative verbal customer

feedback and do not feel appreciated for the time and energy required to achieve and maintainspecific hairstyles or services. This relationship is described as client-stylist negotiations. Often

clients may want to choose a look or style that may not promote healthy hair or will not suit

them, since some customers may be more concerned with instant gratification than long-term

hair care and healthy hair considerations.

Although brand loyalty is a well-researched inquiry, in this study we define brand loyalty as "a

deeply held commitment to rebuy or repatronize a preferred service consistently in the future,

thereby causing repetitive same-brand or same brand-set purchasing, despite situation influence

and marketing efforts having the potential to cause switching behavior. Thus, consumers

continue to buy services that provide them some degree of satisfaction and utility. We havefound that consumers switched brand (or service providers) due to the influence of price variety

and product-related features.

MARKETING IMPLICATIONS:

Brand performance is dependent upon utilitarian value, hedonic value, brand trust, brand affect,

purchase loyalty, attitudinal loyalty, market share and relative price. Based on the previous

discussion, we propose the following:

1) There is a positive relationship between customer loyalty and satisfaction, therefore haircare service providers should maintain a good relation ship with their clients which willhelp to promote customer loyalty.

2) They should also focus on client comfort. Service provider interaction is positivelyrelated to customer loyalty and satisfaction. Consequences of client comfort can includeincreased disclosure, confidence, trust, commitment, self-esteem, reduced perceived risk,

satisfaction and improved relational exchange.

3) Service quality has been defined as a form of attitude, related to but not equivalent tosatisfaction that results from the comparisons of expectations with performance. In order

to produce quality service, hair care providers must have the required skills and

knowledge to perform the service. Hair care providers must be consistent in theirperformance.

4) Hair quality is positively related to customer loyalty and satisfaction. The hair careatmosphere is defined as an enjoyable service environment that is experienced by thecustomer "servicescape" and it may have a profound effect on customer satisfaction,

especially if clients spend a substantial amount of time at the facility, which is true of


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barbershops and hair salons. We conjecture that atmosphere, timeliness, and scheduling

will be positively related to loyalty and satisfaction.

5) In addition, we also advance that customer satisfaction may mediate the relationshipbetween customer loyalty and its antecedents. Thus, we will evaluate the following

hypotheses:

6) Timeliness will be positively related to loyalty and satisfaction.7) Scheduling will be positively related to loyalty and satisfaction.8) Satisfaction will mediate the relationship between customer loyalty and its antecedents

(a. provider interaction, b. hair quality, c. timeliness, d. scheduling, and e. atmosphere).

DISCUSSION

Consistent with our research we found that the antecedents (provider interaction, hair quality,

timeliness, scheduling, and atmosphere) and loyalty and satisfaction were positively related.

Loyalty was positively related to satisfaction . We also found that hair quality, scheduling, and

satisfaction positively influenced loyalty.

We found that satisfaction mediated the relationship between customer loyalty and two

antecedents, hair quality and scheduling. Thus, the level of satisfaction may enhance the hair

quality-loyalty and scheduling-loyalty relationships among customers. Satisfaction did not

mediate the relationship between loyalty and the other antecedents (provider interaction,

timeliness, and atmosphere) in the model.

In today's fast-paced world, appearance is important to both men and women. Hair care

providers are well aware of the importance of great service and customer loyalty; however there

is little empirical information from the customer's point of view.

In the hair care profession it seems that verbal feedback is more readily accepted as opposed to

more formal surveys and questionnaires, this study provides empirical evidence demonstrating

the importance of hair quality for women and scheduling for women.

PROMOTIONAL STRATEGIES:

Since the respondents have the personality as status conscious, innovators/believers our

promotion should not focus on fancy and extravagant promotions rather focus should be on

product features which content with the need of the customers which are trying to keep the basic

values system intact at the same time going out and achieving what one desires.

Targeting should be done through word of mouth, social networking sites and uploading

procedure videos.


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Promotion should focus on complete hair care solutions and not specific to the particular service.

The brand name and logo should bare a modern and trendy appeal which will strike the target

market. This will also help in building better perception of the brand.

Since the customer have the self concept of Actual private self the promotional campaignshould show a confident, independent women with attractive shiny hair proclaiming it the best.

The customers also have the self concept of Ideal social self we can also make a promotional

campaign which shows friends/collegues/envying admiring the hair quality of the central

character.

CONCLUSION

Using the current research we investigated the mediating effects of customer satisfaction on the

relationship between customer loyalty and its antecedents. Satisfaction mediated the relationship

between customer loyalty and two of its antecedents, hair quality and scheduling in our model.Customer satisfaction did not mediate the relationship between customer loyalty and three other

antecedents (provider interaction, timeliness, and atmosphere).

This study represents one of the first to examine the mediator effects of customer satisfaction on

the relationship between customer loyalty and its antecedents in the hair care provider industry.

Another contribution of this study is that it provides additional evidence on the importance of

examining mediator models, which may provide a sensitivity analysis at the individual level.

Findings from this study have important and practical implications. Salon owners may need toconsider hair quality and scheduling in order to better satisfy customers, generate customer

loyalty, and maximize profits.

In addition, to be satisfied our findings indicate that women customers are more concerned with

quality and scheduling flexibility. The hair care service industry is evolving in a very dynamic

market and client retention is critical. Identifying the primary factors that encourage customer

satisfaction, loyalty and retention can make a very important contribution to the financial success

of hair service provider organizations as well as individual hair care professionals.

Cv of Sundas

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