Measuring Customer Satisfaction through SERVQUAL Model: A Study on Beauty Parlors in Chittagong

Abstract

Everyone wants to be beautiful. One’s beauty can be enriched with proper nourishment, treatment and care. For that reason beauty parlors have been established in cities and towns. It’s a flourishing business in service sector. This study attempts to measure customer satisfaction on parlors in Chittagong city. A structured questionnaire is developed on SERVQUAL model. The survey is conducted among 100 respondents in 5 most popular beauty parlors in Chittagong. The purpose of the study is to identify customer perception on tangibility, reliability, responsiveness, assurance and empathy in beauty parlors in Chittagong and to evaluate the effect of service quality on customer satisfaction. The statistical tools SPSS is used to calculate the mean and linear regression analysis. The findings show that tangibility has the highest mean score among five factors. Moreover, tangibility factor has significant influence on customer satisfaction. Beauty parlors should consider these factors more to satisfy customer.

Keywords: Customer Satisfaction, SERVQUAL Model, Beauty Parlors