CZYNNIKI DYSSATYSFAKCJI Z USŁUG FRYZJERSKICH
CUSTOMER DISSATISFACTION FACTORS FOR HAIRDRESSING SERVICES

Summary/Abstract: The paper presents the results of own research (CAWI, IDI) concerning the factors of dissatisfaction with hairdressing services in Poland. The own research show that the key point of customer concentration in gaining satisfaction with the service is set to achieve the desired effect, i.e. hairstyle that meets customer expectations which are not often fully articulated. Hence, the hairdresser’s character and skills (not only technical ones connected with a practised profession but the interpersonal skills) are an essential factors influencing success. The technical skills condition getting hairstyles done technically well, and the interpersonal skills condition the understanding of customer needs - without this, it is impossible to create a hairstyle meeting customer's expectations. Understanding factors diminishing customer satisfaction enables service providers to implement actions to improve satisfaction which leads to increasing the efficiency of the company. The results of the research show that there is a need for investing in trainings for personnel, including shaping the soft skills, not strictly limited to the line of work. Increasing satisfaction of hairdressing services can also result in higher self-esteem of their clients and approval of their appearance or greater selfacceptance, which may lead to improving the quality of their lives, consequently resulting in a very desirable situation.

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