This paper presents a model to represent customer satisfaction determinants and perceived quality attributes in the hairdressing and beauty service segment. Two surveys were applied to beauty salon users with the purpose of: (i) determine the relationships among customer satisfaction determinants, and (ii) identify and rank attributes of perceived quality, according to their importance for customers of this segment. Confirmation of expectations and perceived quality appear as the main determinants of customer satisfaction. Technical competence, cleanliness of environment and tools, compliance to appointments, and convenient locations appear as the main attributes of perceived quality. These results can be used by managers of beauty salons to improve service quality and customer satisfaction, establishing a competitive advantage for their companies.
Customer satisfaction; Quality attributes; Service; Beauty salon
