NSU Research Contributions
Title : Identifying the decision criterion for choosing beauty parlor and salon: A marketing communication perspective
Authors : Syeda Shahbazi, Husain Akareem
Abstract : It is imperative to attain a competitive edge by designing a sustainable value proposition. Communication has an undeniable role in influencing the perceived service value by consumers. A study has been conducted on different beauty salons in order to identify the service quality dimensions which would work as the point of communication to develop relationship with the customers. Exploratory factor analysis was used to measure grouping among variables indicating the decision criterions dimensions on choosing beauty salons. According to the study, customers give highest preference on the service quality as a choosing criterion and employee competency, Brand image and Pricing comes consecutively on the line. The study has also explored the association of demographic variables with level of perceptions of decision criterion. Among the demographic variables, educational qualifications and monthly expenditure of the respondents have direct influence on the level of perceptions where as the other demographic variables have only shown indirect association. The insights from the research have strong managerial implications for designing their value proposition to make it more sustainable.
| Journal : International Journal of Business and Management Invention | Volume : 2 | Year : 2013 | Issue : 10 |
| Pages : 18-26 | City : | Edition : | Editors : |
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