In recent years, there have been studies about relationship marketing, but not many of them focus on hair salon business as the subject. This study, from the customer point of view, analyzes actual responses obtained from questionnaires, in order to understand whether the relationship between customers and shops can be improved and has positive impact on customer satisfaction with relationship marketing, in the hope to offer contribution to the development of the hair salon business.
There was a research conducted on customers for hair solon shops, including individual shops, small-scale chain shops and national big chain shops. It has been discovered that potential customers will feel interested because of the advertisements, but it is not enough for the real relationship between the customers and the shops to be established, maintained and improved. However, that can be achieved when the customers are attracted by the high-quality and customized service. With the improved relationship, the customer would feel more satisfied with the shops.
According to the result of the study, it is suggested that the hair salon shops can improve the relationship with customers by providing high-quality service, which shall be the core of the business relationship. Further, such relationship can be maintained if the shops provide customized service for different types of customers. To catch potential customers’ attention for new business, more effective advertising methods will be needed, such as new product trials, lottery, small gifts…etc.