Istraživanje lojalnosti klijenata salona ljepote bez naručivanja na području grada Zagreba

master's thesis

• Title (english): Research on customer loyalty in a walk-in beauty salon in the city of Zagreb
• Author: Hrvojka Babić
• Mentor: Miroslav Mandić (mentor)
• Committee member: Tihomir Vranešević (član povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnjem dinamičnom i ubrzanom načinu života koji traži brzinu i prilagodljivost, saloni ljepote bez naručivanja sve su popularniji zbog svoje fleksibilnosti i dostupnosti. Lojalnost klijenata ključna je za uspješan odnos između salona i njihovih klijenata te predstavlja jednu od glavnih odrednica uspjeha na tržištu. Dugoročni, čvrsti odnosi s klijentima osiguravaju njihovu vjernost salonu čak i u prisutnosti konkurentnih ponuda, pružajući salonima jedinstvenu prednost. Cilj istraživanja bio je utvrditi čimbenike koji utječu na lojalnost klijenata salona ljepote te stupanj njihova zadovoljstva uslugama salona bez naručivanja. Online anketa provedena je na uzorku od 175 ispitanika, većinom žena. Analizirane su navike korištenja usluga salona ljepote, pri čemu je značajan broj ispitanika koristio usluge jednom ili nekoliko puta mjesečno. Glavni razlog posjete salonima bila je rutinska njega. Kvaliteta proizvoda i usluga te stručnost osoblja pokazali su se kao najvažniji čimbenici pri odabiru salona. Preporuke i recenzije također imaju važnu ulogu. Cijena usluga, radno vrijeme i brzina pružanja usluge također su važni čimbenici, dok su lokacija salona, uređenje i atmosfera manje važni. Glavne prednosti salona bez naručivanja uključuju fleksibilnost u vremenu dolaska i to što nema potrebe za terminom, dok su glavni nedostaci nemogućnost biranja djelatnika, duže vrijeme čekanja i nesigurnost dostupnosti usluga. Najviše su ocijenjeni higijena i čistoća salona, radno vrijeme, kvaliteta korištenih proizvoda, stručnost i ljubaznost osoblja. Opće zadovoljstvo uslugama je visoko, a kvaliteta tretmana i brzina usluge najviše utječu na zadovoljstvo. Lojalnost korisnika pokazuje pozitivne trendove, s velikim brojem ispitanika koji bi ponovno posjetili salon i preporučili ga prijateljima i obitelji. Preporuke za unapređenje uključuju kontinuirano ulaganje u kvalitetu usluga i osposobljavanje osoblja, poboljšanje organizacije rada i smanjenje vremena čekanja. Fleksibilno radno vrijeme može zadovoljiti potrebe zaposlenih klijenata. Ovi rezultati pružaju vrijedne uvide za menadžere i vlasnike salona bez naručivanja, ukazujući na ključne čimbenike za povećanje zadovoljstva i lojalnosti korisnika.

Abstract (english)

In today's dynamic and fast-paced lifestyle that demands speed and adaptability, walk-in beauty salons are gaining popularity due to their flexibility and accessibility. Client loyalty is crucial for a successful relationship between salons and their clients and represents one of the main determinants of market success. Long-term, strong relationships with clients ensure their loyalty to the salon even in the presence of competitive offers, providing salons with a unique advantage. The aim of research was to identify the factors influencing client loyalty to beauty salons and the degree of their satisfaction with walk-in salon services. An online survey was conducted with a sample of 175 respondents, mostly women. The survey analyzed the habits of using beauty salon services, with a significant number of respondents utilizing the services once or several times a month. The main reason for visiting salons was routine care. The quality of products and services and the expertise of the staff proved to be the most important factors in choosing a salon. Recommendations and reviews also play a significant role. Service pricing, working hours, and service speed are important factors, while salon location, décor, and atmosphere are less significant. The main advantages of walk-in salons include the flexibility in arrival times and the lack of need for an appointment, while the main disadvantages are the inability to choose a specific staff member, longer waiting times, and uncertainty about service availability. The highest ratings were given to salon hygiene and cleanliness, working hours, quality of products used, and the expertise and friendliness of the staff. Overall satisfaction with the services is high, with treatment quality and service speed having the greatest impact on satisfaction. Client loyalty shows positive trends, with many respondents willing to revisit and recommend the salon to friends and family. Recommendations for improvement include continuous investment in service quality and staff training, improving work organization and reducing waiting times. Flexible working hours can meet the needs of employed clients. These results provide valuable insights for managers and owners of walk-in salons, highlighting key factors for increasing client satisfaction and loyalty.

• Keywords: lojalnost; zadovoljstvo; saloni ljepote; kvaliteta usluge; fleksibilnost; brzina usluge; personalizacija usluga
• Keywords (english): loyalty; satisfaction; beauty salons; service quality; flexibility; service speed; service personalization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:788524
• 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 students and staff of home institution
• Created on: 2024-09-20 08:36:18