CHAPTER II

REVIEW OF RELATED STUDIES

Local 1

As the importance of national technical qualifications for hairdressers to verify

qualifications and skills as a professional is increasing, it is time to improve achievement

motivation and job attitudes through research on job attitudes perceived by hair designers toward

hair practical tasks. As a result of studying the effect on the job attitude of a hairstylist working

in a hair salon, it was found that blow-drying induced the hairstylist's job efficacy among the

practical tasks for the hairdresser’s hair national technology certification, and scalp scaling and

shampoo were the job of the hairstylist. Was found to induce satisfaction. Based on the research

results, it is possible to present a variety of practical certification tasks with practicality that can

be usefully applied to customers in various techniques in the beauty industry, rather than

unrealistic practical techniques limited only to wigs. We want to induce improvement. In

addition, I believe that this study will provide basic data for the development of various practical

tasks to improve the achievement motivation of hair designers.

J.S. Oh and J.S Park (2022) The Influence of Hairdresser National Technology Certification

Practical Tasks on Hair Designers' Job Attitude. Department of Beauty Art, Song-Won

University. Journal of Digital Convergence.

Local 2

Salon visits have become a staple for modern living. As a business enterprise, salons are

known to be very lucrative through high customer satisfaction because happy customers lead to

frequent and sustained visits. With this, salon owners constantly strive to achieve high levels of

customer satisfaction in order to retain a loyal customer base. The study wanted to uncover the

retention of salon patrons and the factors affecting their behaviour towards the services given in

order to determine a predictor of customer loyalty among the measured indicators. This

correlational study was conducted among 100 salon patrons in Davao City, Philippines using

pilot test and reliablity- test, researcher made questionnaires, examining the concepts of customer

satisfaction through loyalty in beauty salons in relation to five (5) marketing mixes. The findings

indicate that the three (3) integrated marketing mix: people, promotion and service (product)

significantly has average relationship with customer’s loyalty rather than the other four (4)

marketing mixes which are the place and price which has a significantly low relationship with

customer’s loyalty. Among the five (5) determinants on gaining customer loyalty, people has the

most impact on fulfilling the satisfaction of customers followed by service and promotion.

S. Rey et al. (2015) Customer Satisfaction in Relation to Customer Loyalty among the Youth on

Beauty Salon. The Ledger, 3, 23-23

Foreign 1

Recently, the Republic of Korea has experienced dramatic improvements in the quality of

life as well as in politics, economics and society after rapid economic growth. At the same time,
people have become more affluent and increased consumption to improve the quality of life.

With increase in narcissistic propensity, in addition, people’s interest in their appearance has

further grown. As a result, they have shown more interest in effective beauty consumption. For

analysis, a self-administered questionnaire survey was performed against beauty salon customers

in Bundang, Gyeonggi-do and Seoul. A total of 675 copies were used for final analysis. The

collected data were analyzed, using SPSS 22.0, and the results found the followings:

With regard to the effects of beauty salon consumption values on customer satisfaction,

as functional and emotional values increased, hairstylist satisfaction, price satisfaction, service

satisfaction and treatment satisfaction all improved. However, social values revealed a negative

influence on hairstylist satisfaction and service satisfaction while having no effect on price

satisfaction and facility satisfaction. In other words, through the treatment, customers felt special

and relieved stress. In addition, they trusted hairstylists through a solid relationship with beauty

salon employees and were satisfied with their skills and services and service charges. Therefore,

beauty salons are required to provide services which make customers feel special and

comfortable with decent interior and spaces to increase their revisit intentions and satisfaction.

This study examined the influence of beauty salon consumption values on hairstylist trust and

customer satisfaction and analyzed such consumption value factors and hairstylist trust factors to

provide empirical data needed to increase customer satisfaction and revisit occurrences.

Park E.J., Min I.S., and Jang Y.W. (2023) The Value of Beauty Salon Consumption Is the Trust of

Hair Designers Impact on Customer Satisfaction.

Foreign 2

This study employs a quantitative, descriptive approach to investigate the influence of

retail ambiance and service quality on consumer satisfaction within the beauty industry. Utilizing

purposive sampling, data was collected from 100 clients of a beauty salon. Survey distribution

through Google Forms and data analysis using SPSS revealed that the diverse retail ambiance

and high service quality significantly contribute to consumer happiness, highlighting the

importance of these factors in the beauty treatment sector. These findings underscore the need for

beauty service providers to continually improve their shop environment and service quality to

meet the rising demand for beauty treatments and enhance overall customer satisfaction.

Highlight: This study employs a quantitative approach to assess the impact of retail ambiance

and service quality on consumer satisfaction in the beauty industry. Findings demonstrate that a

diverse retail ambiance and high service quality significantly contribute to consumer happiness.

The study underscores the importance of continuous improvement in shop environment and

service quality to meet growing demand and enhance overall customer satisfaction in the beauty

treatment sector. Keyword: Consumer Satisfaction, Retail Ambiance, Service Quality, Beauty

Industry, Survey Analysis

Firdiyanti, T. A., & Purwanto, N. (2023). Enhancing Consumer Satisfaction: The Impact of

Retail Ambiance and Service Quality in the Beauty Industry. Indonesian Journal of Law

and Economics Review, 18(3).

REVIEW OF RELATED LITERATURE

Local 1

This study was conducted to determine the significant influence of service quality on

customer satisfaction among beauty salons in a certain municipality of Davao del Norte,

Philippines. A quantitative non-experimental descriptive-correlational design was employed in

the study utilizing a convenient sampling technique among respondents distributed from six

beauty salons each with a quota of 50 customers to rate for year 2019. Mean was used to

measure the level of service quality and customer satisfaction while linear regression analysis

was used in determining what domain of service quality significantly influence customer

satisfaction among beauty salons. As a result, service quality was in high level which while

customer satisfaction was in moderate level. It was also found out that there is a low positive

significant relationship between service quality and customer satisfaction among beauty salons

and that 9.06% of the customer satisfaction can be attributed to service quality. Further, only

tangibles domain significantly influences customer satisfaction while the rest did not. Thus,

service quality is recommended to be enhanced to achieve a high level of customer satisfaction

Mangarin, R. A., & Gonzaga, J. C. (2021). Service Quality and Customer Satisfaction among

Beauty Salons. International Journal of Research and Innovation in Social Science, 5(5),

67-72.

Foreign 2

The present research was conducted in a bank in Tehran, Iran, in 2009/2010. This report

is the outcome of a field research, which aimed to determine the quality of services offered by

Sepah Bank, and also to study the relationship between the service quality, satisfaction and
loyalty. In this research, the service quality standard model has been used for evaluation of

service quality, Gremler and Brown (1996) model with some revision was used for evaluating

the loyalty, and the instrument offered by Bitner and Hubbert (1994) was used for evaluation of

customer satisfaction. The focus of this research is a Sepah Bank branch around Fatemi St.,

Tehran, Iran, and 147 customers of this bank were sampled. The results of this research show that

in all aspects, customers’ expectation, are higher than their perceptions of the Bank’s operation,

and in fact the quality of offered services is low. Besides, this research finding show that the

customer satisfaction plays the role of a mediator in the effects of service quality on service

loyalty. These findings are further explored.

Mahamad, O., & Ramayah, T. (2010). Service quality, customer satisfaction and loyalty: A test of

mediation. International business research, 3(4), 72.

Local 1

According to Loso (2022) study explores the impressions of the pre-service technology

and livelihood education teachers on-site training for the course beauty care services. The

descriptive survey-case study design was used. Data were gathered through a series of interviews

and analyzed the Braun & Clarke’s six-phase framework. Thirty purposively chosen senior

preservice teachers served as respondents. Thematically analyzed data generated a single theme-

theory translation opportunity. Generally, the theme means that this activity paved the way for

these teachers to further their skills and enhanced their knowledge relative to beauty care

services, which, accordingly, is helpful and beneficial to these prospective teachers.

Loso, M. M. (2022). Impressions of Pre-Service Technology and Livelihood Education (BTLEd)

Teachers On-Site Training for the Course Beauty Care Services. European Journal of

Education and Pedagogy, 3(5), 10-12.

Foreign 2

This study explores the issues that influence consumer’s satisfaction on beauty parlor.

The determinant of consumer satisfaction on beauty parlor has been examined in the Rangpur

city according to the the perception of Bangladesh. A conceptual framework has been

constructed and research hypothesis has also been developed in order to focus the attention on

seven service factors that influence the customer satisfaction and loyalty towards the services of

beauty parlor. The analysis examines the effect of different variables (12) twelve on the customer

satisfaction where seven of them are contributed to enhance customer satisfaction and five of

them are contributed to develop customer loyalty. The result of the study will assist beauty

service provider to increase the customer satisfaction and loyalty by developing the superior and

sustainable marketing strategy in the changing and competitive business environment.

Huq, S. M., Aktar, M. S., & Sarker, M. O. F. (2015). Customer Satisfaction and Loyalty on

Beauty Parlor in Bangladesh: An Evidence from Rangpur city. Journal of Business

Research, 1(1), 69-80.