A Study of Service Quality during Waiting Time in Beauty Salon Using Kano Model and PCSI Index

Abstract

This study attempted to analyze the characteristics of service quality in each element after applying four attributes regarding service quality during waiting time in a beauty salon to Kano’s pair evaluation table and find a way to improve customer satisfaction by deriving a customer satisfaction coefficient and PCSI index. For this, a total of 300 questionnaires were distributed to beauty salons in Gwangju Metropolitan City from March 5 to April 3, 2016. Except for those unqualified for analysis, 281 copies were used for final analysis. For data analysis, Microsoft Office Excel 2007 and SPSS 18.0 were adopted. According to the Kano Model-based analysis, ‘waiting time until sitting in the hairstyling chair,’ ‘notice of expected waiting time,’ and ‘magazine/tea offered during waiting time’ were categorized as ‘attractive quality attributes’ while ‘effort to reduce waiting time’ was classified as ‘one-dimensional quality attribute.’ In better and worse indexes, ‘effort to reduce waiting time’ was the highest. In the PCSI index, on the contrary, ‘effort to reduce waiting time’ was the highest, followed by ‘notice of expected waiting time,’ ‘waiting time until sitting in the hairstyling chair’ and ‘magazine/tea offered during waiting time.’ Therefore, it has been confirmed that ‘effort to reduce waiting time’ is a crucial quality attribute that should be taken care of before other attributes to reduce customer complaints and enhance customer satisfaction.