Factors Influencing Customer Acceptance Among Various Beauty Salon

Abraham, Marliana (2016) Factors Influencing Customer Acceptance Among Various Beauty Salon. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text Factors Influencing Customer Acceptance Among Various Beauty Salon 24 Pages.pdf - Submitted Version Download (322kB)

Abstract

Nowadays, the service sector is one of the main contributes to the national income. The service industry especially the beauty salon business has increased widespread in Malaysia businesses environment. Moreover it has been created competition among this business. Thus, is important to evaluate user acceptance, and driven factors among various beauty salons. 500 questionnaires have been distributed in Selangor and 384 respondents have returned the questionnaires. The respondent for this research is the customers who use the products and services in the beauty salon including group of career people (women or men), students, and housewives who are interested to make treatment in any beauty centre. Data collected has been analyzed using SPSS with T-test analysis and ANOVA analysis which to identify the difference between service marketing mix and customer acceptance based on demographic factors. While, Multiple Regression Analysis was used to find out the relationship between service marketing mix factors and customer acceptance among various beauty salons and to identify the main service marketing mix factors that influences the customer acceptance among various beauty salons. The finding of this research shows that some of the service marketing mix factors have a significant relationship with customer acceptance which is process and physical evidence. Apart from that, the main factors in service marketing mix that influence customer acceptance among various beauty salons is physical evidence factors. Besides, there are some demographic factors also influence customer acceptance among various beauty salon such as gender and marital status. In conclusion, these factors can attract customer to choose the beauty salons.

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