Mjerenje percipirane kvalitete kozmetičkih usluga SERVPERF metodom

master's thesis

• Title (english): Measuring the perceived quality of cosmetic services using the SERVPERF method
• Author: Rahela Lugomer
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-06-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Istraživanje percipirane kvalitete kozmetičkih usluga iz perspektive korisnika predstavlja ključnu komponentu za unaprjeđenje kvalitete pružene usluge u kozmetičkom salonu. Fokusirajući se na primjenu SERVPERF metode, diplomski rad ima za cilj istražiti percepcije korisnika o kvaliteti usluga u odabranom kozmetičkom salonu. Svrha istraživanja je identificirati ključne aspekte kvalitete usluga i nedostatke kako bi se formirale preporuke za poboljšanje kvalitete kozmetičkih usluga i povećanje zadovoljstva korisnika kroz vrijeme, uz efikasno korištenje alata marketinga kozmetičkih usluga. Važno je razumjeti korisnikove želje i preferencije kako bi se usluga uskladila s njegovim očekivanjima te doprinijela pozitivnim uzajamnim odnosima pružatelja usluga i korisnika u dugom roku. Provedeno je kvantitativno anketno istraživanje na uzorku korisnika usluga. Anketni upitnici prilagođeni su specifičnim dimenzijama kozmetičkih usluga po SERVPERF instrumentu te su distribuirani među uzorkom od 100 korisnika neposredno nakon pružanja kozmetičke usluge. Ovim pristupom omogućeno je prikupljanje podataka o percepciji kvalitete usluga izravno od korisnika, što doprinosi dubljem razumijevanju njihovih potreba i očekivanja. Glavni zaključci rada naglašavaju ključne aspekte kvalitete kozmetičkih usluga identificirane putem istraživanja te pružaju preporuke za poboljšanje pružene usluge u odabranom kozmetičkom salonu. Dublje razumijevanje percepcije korisnika o kvaliteti pruženih usluga omogućava kozmetičkim salonima da prilagode svoje usluge i procese kako bi bolje odgovarali potrebama svojih korisnika. Stoga rad pruža korisne uvide u to kako unaprijediti kvalitetu kozmetičkih usluga i doprinosi razvoju boljeg iskustva korisnika.

Abstract (english)

Research on the perceived quality of cosmetic services from the user's perspective is a key component for improving the quality of services provided in a beauty salon. Focusing on the application of the SERVPERF method, this master's thesis aims to investigate users' perceptions of service quality in a selected beauty salon. The purpose of the research is to identify key aspects of service quality and deficiencies to form recommendations for improving the quality of cosmetic services and increasing user satisfaction over time, utilizing the effective use of cosmetic service marketing tools. It is essential to understand users' desires and preferences to align the service with their expectations and contribute to positive long-term relationships between service providers and users. A quantitative survey was conducted on a sample of service users. The survey questionnaires were tailored to the specific dimensions of cosmetic services according to the SERVPERF instrument and were distributed among a sample of 100 users immediately after receiving cosmetic services. This approach enabled the collection of data on service quality perceptions directly from users, contributing to a deeper understanding of their needs and expectations. The main conclusions of the thesis highlight the key aspects of cosmetic service quality identified through the research and provide recommendations for improving the services provided in the selected beauty salon. A deeper understanding of users' perceptions of the quality of provided services allows beauty salons to adjust their services and processes to better meet their users' needs. Therefore, the thesis offers valuable insights into how to enhance the quality of cosmetic services and contributes to the development of a better user experience.

• Keywords: marketing kozmetičkih usluga; kozmetički salon; SERVPERF metoda; mjerenje percipirane kvalitete; poboljšanje usluge
• Keywords (english): cosmetic service marketing; beauty salon; SERVPERF method; perceived quality measurement; service improvement
• Language: croatian
• URN:NBN: urn:nbn:hr:148:335100
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-06-27 14:59:04