Relação entre os determinantes de satisfação dos clientes em serviços de salão de beleza baseado no modelo de Tinoco (2011): um estudo na cidade de Juiz de Fora (MG)

Abstract

The beauty market in Brazil occupies the fourth place in the world ranking of consumption showing the importance of the sector for the economy. Many studies link that customer satisfaction is fundamental to their loyalty and fidelity. Specialists believe that perceived quality is a determinant of satisfaction and separate searches include other variables such as expectations, personal desires, emotions, price, value, organizational image and disconfirmation of expectations as determinants of satisfaction. The fierce competition and the increasing demand of the clients make the companies try to understand the needs and expectations of the clients and, therefore, direct efforts to reach the quality in the service and satisfaction of these clients. Identifying and relating these determinants could help guide the efforts of beauty professionals. The present work aimed to identify how the determinants of satisfaction of the clients of salons of Juiz de Fora are related. The methodology used in the study was the exploratory and descriptive study. The choice of this method was due to the necessity of acquiring more contact with the phenomenon researched and to describe it. We chose to use as basis the methodology proposed by Tinoco but for the search of the results the correspondence analysis was the tool used. For the surveys, two validated questionnaires were used. The first research was elaborated in order to identify the relationship between the determinants of satisfaction and thus create a perceptual map of correlation of these determinants and the second sought to identify and hierarchize the attributes of perceived quality in services. The results showed the great relationship of dependence between perceived quality, disconfirmation of expectations and satisfaction. It was also possible to observe a great correlation between image, value and confirmation of expectations and between emotions and confirmation of expectations. Another dependency found was between the determinants value and price. The dimensions that were given the most importance were employees and customer-employee interaction. Among the most important determinants are technical competence, hygiene and individualization of utensils, understanding of customer needs, cleanliness of the environment, convenient location, convenient service schedules, possibility of appointment, appointment with schedule, accuracy of service performed and security.