Evaluating Factors for Customer Churn of Hairdressing Industry Based on Modified Delphi Method

Abstract

This study aimed to establish reasons for customer churn in the hairdressing industry. From keys to successful operations in the hairdressing industry and related literature, a framework of dimensions and secondary factors was aggregated as the basis of a survey, which was conducted on 24 experts using a modified Delphi method. After two rounds of assessment, unanimous consensuses were reached between the experts on the primary and secondary evaluation indicators. The analytical hierarchy process was then used to establish the overall weight of each indicator in terms of reasons for customer churn. The key conclusions drawn from this study are summarized as follows: 1 1. The main factors hairdressing industrial competitiveness to include five dimensions, which are hairstyling expertise and techniques, customer management, consultation and communication, service and attitudes, marketing management, and operations management. 1 2. In the five dimensions in terms of reasons for customer churn established from the joint assessment by the panel of experts using the modified Delphi method, the key dimensional indicator items in each of the primary factors were: 6 items in hairstyling expertise and techniques, 6 items in customer management, consultation and communication, 5 items in services and attitudes, 4 items in marketing management, and 5 items in operations management, amounting to a total of 26 key items as secondary evaluation indicators.