Typology of hairdressing services customers

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IMPLICATIONS OF DIFFERENT MENTAL AND BEHAVIORAL APPROACHES TO HAIRDRESSING SERVICES – CONSUMERS

CLUSTERING APPROACH

Monika Nalewajek | [email protected] 2

Business goal

SATISFFACTION POFITS


Is it easy?

NO


Why?

CUSTOMER EXPECTATIONS HAIRDRESSER VISION

• Knowledge• Trends• Experience

• Habits• Sensivity to trends• Sensivity to change• The level of self-acceptance of

his appearance


Hairdressing services

• Risk that is taken during hairdressing services is very high.

• The final price is usually known after the service.• There is no guarantee for satisfaction, and the

complaint does not restore the condition of the hair prior to the service.

• You cannot make exactly the same hairstyle for many different customers due to many features which consumers do not realize.

• Everyone needs them sooner or later.• To be a hairdresser does not necessarily mean to have

formal education in this field


Important

satissfaction recommendations

Hairdresser - skills

Hairdresser - customer service

Hairdresser – his style of styling hair


Methodology

When? March 2014

Who? Young people (18-30 yo)

Where? Mainly: Lublin, Warsaw (Poland)n= 284


What we have made?• Consumer typology

based on 18 item Likert-type scale measuring attitudes toward own hair and look

• perform cluster analysis (k-means type) on four identified dimensions (Identified cluster profiles: “for myself”, self-esteem, “for others”, fashion)

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The typology of consumers


Consumer type #1

• He/she likes going to the hairdresser• Hairdresser = craftsman (neutral)• He/she knows what hairstyle he/she wants to

have • Most frequently changing hair salon (most

frequently – by fortune)• They like to have similar hairstyle• They have also the most positive attitude to

the hairdressers working at home (not sensitive on place conditions)


Consumer type #1

• frequently goes out unsatisfied from a hairdresser (it is important to him/her what other people think about his/her hairstyle)

• The most important: professionalism of hairdresser

• They do not like being convinced by them to change their mind

• In 95% of cases, this type of consumer was female


The consequences for marketing

• there is need to focus on and invest in staff training, because the customer satisfaction depends mainly on this factor

• design of hair salon is not important

• hairdresser should be strongly focused on customer’s needs (avoid: artictic vision of hairdresser)

• Web gallery with hairstyles to attract a customer


Consumer type #2

• He treats going to the hairsalon negatively

• Hairdresser = executioner from the middle ages

• They know what hairstyle they want to have

• They don’t like to change a hairdresser• They have an official contact with

personnel• The most important: total time of

service and cost


Consumer type #2

• they are the least likely to leave the salon unhappy

• They are also the least sensitive to the education of hairdressers and their certificates/diplomas or cosmetics used in salon



• focus on the process of service, so as to achieve a satisfactory time and price

• the service should not be very engaging (you should have customer base)

• loyalty programme


Consumer type #3

• The visit in hair salon is pleasure• Hairdresser = artist• They have favourite hairdresser• They trust him• They prefer to book a visit• They prefer to go to the hair salon


Consumer type #3

• Important are: personality of hairdresser, his professionalism, prestige and reputation of the hair salon, design and beauty of the salon

• Hairdresser should know the trends• They are sensitive to

reccomendations• Hairdresser should focus on

consumer needs



• Design of the salon, cosmetics, staff – everything is important

• In the hair salon booking system should include the customer base, a history of service and their favourite hairdressers (because the client still wants to go to the same one).

• it is needed to take care of the continuous development of employees, to tangible proves of the quality of service: certificates, diplomas, awards

• there should be exhibited outstanding achievements of hairdressers, their work at various shows and other events, brag about it


Conclusions

• Typology of consumers helps to extract points of the sensitivity e.g., what the consumer is aware of and how he reacts to it. Giving special care to the hair salon and its atmosphere for one group can be perceived as overwhelming but simultaneously for other clients can be seen as confirmation of the high quality of service and taking care of the customer.

• Quality of service is understood in different ways by the consumer• Investigating mentioned issues and implementing findings in hairdressing

service practice allow to archive better business outcomes for the salon, as well as earn higher customer’s satisfaction and loyalty.


Contact us!

THANK YOU FOR YOUR ATTENTION!

mgr Monika Nalewajek

[email protected]

dr hab. Radosław Mącik [email protected]

Marketing

Typology of hairdressing services customers