The Influence of Service Factors on Customer Satisfaction in Makeup Salons

Abstract

This study attempted to investigate the influence of makeup service factors on customer satisfaction empirically to provide basic data that would help makeup salons enhance customer satisfaction and set a proper direction for services. The results found the following: Among makeup service factors, ‘quality of cosmetics,’ ‘makeup artists’ skills,’ and ‘makeup artists’ reputation and kindness’ revealed a positive correlation with customer satisfaction with statistical significance. Also, ‘makeup artists’ reputation and kindness’ and ‘makeup artists’ skills’ positively affected customer satisfaction with statistical significance. The results confirm that ‘makeup artists’ reputation and kindness’ and ‘makeup artists’ skills’ have the greatest influence on customer satisfaction. The study results found that customer satisfaction with makeup services could be enhanced by increases in ‘reasonable service charge,’ ‘makeup artists’ skills,’ and ‘makeup artists’ reputation and kindness,’ thereby increasing revisit rates and making a significant contribution making makeup salons more competitive.