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Pol J Cosmetol 2015, 18(1): 70-77pl  Customer satisfaction of beauty salon and SPA resources. part IEwa Sobolewska, Jacek A. Michalski, Hanna Kierasińska Wyższa Szkoła Zawodowa Kosmetyki i Pielęgnacji Zdrowia w Warszawie Summary Introduction. The satisfaction feelings is an important factor in the process of acquisition and retention of customers. Investigation and monitoring of the level of their satisfaction become essential process of marketing research carried out by companies operating in almost all sectors of the economy. It is pointing out the shortcomings, weaknesses offered goods, services or their quality. Compliance of consumers expectations and demands, recognition of their unconscious needs, is not currently a priority, but it is standard. Aim. The aim of the study was to identify the factors influencing on satisfaction of beauty parlors and SPA customers. The investigation was performed via the Internet among a group of nearly 500 respondents. Collected data, after verification and statistical analysis performed on several levels, pointed out attributes that affect satisfaction of customers use beauty salon and SPA services Results. 1. Beauty salon should be located near the dwelling place of the target group and it should posses convenient parking place. Customer expectations regarding nearby hairdressing services are growing with their age. 2. A convenient form of payment for the cosmetic services is cash, however men more often prefer to pay by card. 3. Cleanliness and hygiene of equipment in beauty parlor are main aspects on which respondents pay special attention. This requirement becomes less important with customer age. 4. Beauty salon should ensure the security and privacy during treatments. 5. Staff working in the parlor should have sufficiently high qualifications. Especially women pay attention to the pleasant atmosphere during treatments. Key words: satisfaction, contentment, preferences, customer of cosmetic services, beauty salon staff and equipment |