A Comparative Analysis of Customer Care in SPAs & Salons Case Study

Introduction: Customer Care Practices: SPA & Salon Analysis- A Contrast

Background

For the success of the business, it is very necessary that the consumers are satisfied with the business. This is because when the consumer will not be satisfied, then the company will not be in a position to become successful. Thus, for this, consumers must stay connected with the company and their services. Customer care practices are defined as the various practices which help the company in understanding the requirements of the consumers. This includes using different types of strategies which assist the company in keeping the consumer happy and connected with the company. These practices also help the companies understand the attitudes and perceptions of the consumers and try to provide for the requirements of the consumers. The present study is based on SPA, Eden Hall Day Spa and Salon, which is a Hair Lounge. The SPA is the one which has experts being hired and provides better spa services. In addition to this, Hair Lounge is a salon that first opened in Oldham in the year 2009 (The Hair Lounge, 2022). The current study will outline the comparison of the different types of consumer care practices which are used by SPA and Salon. The companies are different and provide different services. Thus, it is necessary for them to effectively attract consumers so that the sales of the business can increase and the competition can be faced effectively.

Aim and objectives

Aim

To compare the customer care practices being used in SPA and Salon. A Study on Lime Wood and Hair Lounge

Objectives

• To develop an understanding relating to the concept of customer care practices and its significance.
• To evaluate and compare the different customer care practices used in Lime Wood and Hair Lounge.
• To examine the impact of using these consumer care practices on the success of the SPA and salon.
• To recommend some of the strategies for attracting consumers to come and avail of the services of SPA and Salon.

Research Questions

• What is the concept of consumer care practices?
• What are the different customer care practices used by the Salon and SPA, and how are they different?
• What is the impact of using the different strategies for consumer care?
• What are the strategies recommended for improving working and consumer retention?

Research Significance

For the success of the business, the consumers must be kept happy and satisfied. This is because the consumer is the king and if they are not happy and working well, then it will impact the success of the business. The reason underlying the fact is that consumers need to be happy with the services because it will result in success for the company (Smith and Wallace, 2019). The current topic relating to consumer care practices is of significance to the company because it will help in analysing the importance of using the care practices. Along with this, the study is of significance to the other competitors of the company as well. This is because of the reason that it will guide the competitors as well to develop better customer care practices. Moreover, the study is of significance to other researchers who are conducting studies on a similar topic.

Research Rationale

The effective use of customer care practices is very necessary for the success of the business. This is because when the effective use of customer care practices is made then it will improve the working efficiency of the company. The reason for the selection of the current research topic is that it will assist the company in improving the use of different care practices which can be used to attract consumers (Niinepuu, Tooman and Smith, 2022). Moreover, the selection of the current research topic is due to the academic and personal interests of the researcher as well. This simply means that the researcher is also interested in enhancing their knowledge relating to different types of care practices used for attracting consumers and increasing sales as well.

Literature Review

Concept of Customer Care practices

In the views of Fabrick (2020) customer care is a concept which includes the fact that the company is treating their consumers. The consumer must be treated with respect and kindness so that they are deeply connected with the company and the services of the business. Customer care is referred to as the process of emotionally connecting with the consumers so that the overall performance can be improved. This is very necessary; the reason for success is that it is very crucial that consumers are happy. When the consumers are happy then automatically the overall performance of the company will be improved and success will be attained. This is necessary because when consumers are happy, the sales of the company will increase.

On the other hand, Petrylaite and Hart (2021) argued that focusing on consumer care practices is significant for the success of the business. This is because when the care practices are not applied effectively, then it will impact the overall work. Thus, it is the responsibility of the companies they effectively try to use the different customer care practices so that the working can be improved. Moreover, when effective consumer practices are used it will improve the overall efficiency of the company and sales of the business will improve. This is about the fact that when effective care practices are followed, then this will guide the efficiency of the business, and ultimately it will improve the overall working of the company.

Comparison and Evaluation of Different Customer Care Practices for SPA and Salon

For the successful working of the company, it is very necessary that the consumers are always happy and satisfied with the services provided by the company. It is necessary because the level of satisfaction of the consumer is decided by the quality of the products and services provided to them. In the views of Cauchi and Falzon (2023) the most common customer care practice used by the SPA to attract the consumer includes smiling while working. This is the most common and easiest way to connect with consumers. This is about the fact that within SPA, the consumer comes to get relaxations. In case the relaxation is not provided to the consumers appropriately then they will not be happy with the services of the company. In case the attendants and other staff are happy and smiling at the consumers, then it will help them to connect with the consumers. This will make the consumers feel comfortable with the staff and will easily take the spa services from them.

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On the other hand, (2023) argued that the best customer care practice to be used by the Salon includes paying more attention towards the guest experience. This is very necessary because if the experience of the person is not good, then it will impact the image of the salon. This is about the fact that when the experience of the consumer is good then they will come to the salon frequently. Hence, this will increase the sales of the business, and ultimately it will improve the working efficiency of the company and profitability as well. Moreover, when the sales of the company increase then it will result in an improvement in the working efficiency of the company. This is necessary because it will help the salon attract a large number of consumers and it is crucial for the success of the salon.

In this, Bredlöv (2022) stated that the major strategy for ensuring customer care service within the SPA is providing effective training to the staff. This is very necessary for the reason that there are many different types of technology and other changes taking place in the field of SPA. Thus, it is the responsibility of the SPA owners they effectively provide and arrange for the different training sessions. This is necessary because when effective training sessions are organized, employees will motivate to work well (Customer Service Tips to Increase Spa Sales, 2023). This is about the fact that it will make them feel good that the company is taking care of the employees by arranging for the training sessions. This is necessary because it will help the employee to develop personally and professionally. This will motivate them to provide services to consumers and will assist them in improving the efficiency of the SPA.

On a contradictory note, Asdigian et al, (2019) argued that the major strategy for customer care used by salons is that they provide effective quality services to the consumers. The reason underlying the fact is that when effective quality is provided to consumers then they will be much happier. In addition to this, according to recent trends, consumers have become more conscious of personal hygiene and well-being. In case the salon will be providing quality services then this will motivate the consumers to come to the place and enjoy the services in a better manner. In addition to this, when good quality materials are used it will impact the overall working of the salon. Consumers will be much happier with the superior quality products and services which the salon is providing. Hence, ultimately, it will increase the sales of the salon and this will increase the brand image as well. The reason is that when effective services are provided to the consumers, this will increase their interest in the salon, and they will frequently come to the place.

Impact of the Use of Different Customer Care Practices Overworking of Companies

By the views of Deepeka and Badri Narayanan (2019) it is evident that complying with effective consumer care practices is very necessary for the company and its success. This is about the fact that when effective strategies are used then this will motivate the consumers to come to the place frequently and will improve the working. Effective compliance with the different customer care practices results in creating a positive impact on the working of the company that is the salon and SPA. This is about the fact that it creates a positive impact on the working of the company because it focuses on satisfying the need of the consumers.

On the other hand, Ourahmoune and Jurdi (2021) stated that the major impact created by the effective use of customer care services is an increase in brand image for the company. This is particularly because of the reason that when the consumers will be happy then they will recommend the place to other consumers as well. Thus, this will increase the sales of the salon and SPA, and ultimately, the brand image will also increase. Hence, it will improve the competitive position of the company, and the profits will also be increased. Moreover, another impact created by effective use of customer care practices includes the use of competitive products to attract the customers. This is particularly necessary because when the effective products are used then it will improve the efficiency of the company and its performance. Thus, it will ultimately increase the interest of the customer towards the product and services. Thus, sales of the spa and Salon will increase,e and ultimately, it will result in increasing the competitive position.

Research Methodology

Introduction

The methodology is defined as the ways of gathering the data and analysing it to attain the objectives of the study. For the successful completion of the study, an appropriate methodology must be used. This is particularly necessary because when the appropriate methodology is used then it will improve the study and the attainment of the objectives. The methodology for the current study based on comparative customer care practices among SPA and Salon are as follows:

Research Type

The type of research is defined as the way through which the whole study will be planned and accomplished. There are two different methods through which the study can be conducted, which include qualitative and quantitative. The qualitative study is the one which includes the use of non-numeric information relating to the research topic (Hendren et al, 2023). On the other hand, a quantitative study includes the use of numeric information, facts and figures relating to the study. In case of comparison the use of qualitative study will be undertaken. This is particularly because the topic is more qualitative, and numeric information will not be available. Hence it will be more appropriate to conduct the study based on the qualitative information only.

Research Approach

The approach of the research is defined as the way of selecting the method. There are different kinds of methods through which the research can be conducted, and the appropriate method must be used. Two types of approaches are Inductive and deductive. The inductive approach is the one which allows the researcher to set the aim and objective of the study. In contrast to this deductive study is the one which focuses on the framing of the hypothesis. For the successful completion of the current study, based on a comparison of customer care practices in spas and salo, an inductive approach will be made. The researcher is making use of the inductive approach because it will help them in setting up the aim and objective and will help in completing the study effectively.

Research Philosophy

Philosophy for the research is defined as the beliefs based on which any method of research is selected. There are different kinds of methods which need to be selected, and every selection requires some reason. Interpretivism and positivism are the two types of philosophy which can be used by the researcher. Interpretivism is the one which includes the use of observation and existing theories to evaluate the research topic (Vaughn and Jacquez, 2020). On the other hand, positivism is based on using factual information. To compare the customer care practices of spas and salons, the use of interpretivism will be made. This selection is because of the reason that it is more suitable in the case of a qualitative study. This is because of the reason that this kind of philosophy includes analysing the existing theories relating to the research topic and trying to accomplish the objectives of the study.

Data Collection

For any study to be successful, appropriate data must be used. This is necessary because when the data gathered is not appropriate then the objectives will not be met easily. The data can be gathered from two different sources: primary and secondary. Primary research includes gathering first-hand information, whereas secondary data includes using existing theories and other related data (Strijker, Bosworth and Bouter, 2020). For the evaluation and comparison of the customer care practices, a combination of primary and secondary data sources will be used. For the primary data, a questionnaire will be used to gather the data from the respondents. Further, this data will be authenticated by analysing secondary sources like books, journals, and articles relating to the research topic.

Sampling

The sample is defined as the selection of some of the people from the whole population. first, the population size is too large, and the whole data don't need to be gathered from the population. For this, some sample is selected and the data for the research is gathered from them only. In the present case of comparing the customer care practices of spas and salons, the use of a random sampling method will be made. With the help of the random sampling method, a total of 40 respondents will be selected from both companies. 20 employees will be from the spa, and 20 employees will be from the salon. The data will be gathered from all the samples with the help of the question and being made from the closed-ended questions.

Data Analysis

For the successful attainment of the objectives it is very necessary that the data is analysed effectively. This is particularly necessary because if the data will not be evaluated effectively then objectives will not be attained. Hence, data can be evaluated with the help of two different methods, which include thematic analysis and the use of SPSS. Thematic analysis is the one which includes the making of different themes, and with the help of tables and charts, the collected data is evaluated (Köhler, Smith and Bhakoo, 2022). On the other hand, SPSS includes using the statistical software and evaluating the data from it. In the current case of the comparison of spa and salon based on customer care practices the use of thematic analysis will be made. This will be used by the researcher to evaluate the data gathered from the primary respondents. Within this, the researcher will make different themes from each of the questions, and the responses will be analysed and evaluated with the help of the secondary sources.

Ethical Consideration

For the study to be successful, all the ethical aspects must be considered. This is particularly necessary because when the ethical aspects are not evaluated then the objectives are not attained effectively. The first and foremost ethical aspect considered during the current study involves taking the informed consent from the respondent. Before using the personal data the written consent must be taken from the respondent. This consent is necessary because it signifies that the respondent is permitting the use of personal data within the study. In addition to this, another ethical aspect included in the present study is that the latest data is being used. This simply means that data beyond 2019 has not been included in the current study.

Research Limitation

Every study includes some of the limitation which can impact the working of the study. In the present case the major limitation faced by the researcher was of time. The time provided for the completion of the study was very limited. But due to help of good time management skill resource accomplished the objective is a before time and this help in attaining the aim effectively.

References

Books and Journals

• Asdigian, N.L., Liu, Y., Mayer, J.A., Guy, G.P., Dickinson, L.M. and Crane, L.A., 2019. The high costs of cheap tanning: pricing and promotional practices of indoor tanning facilities in six cities in the United States. Journal of public health policy, 40, pp.448-458.
• Bredlöv, E., 2022. Becoming an emotional worker and student: exploring skin and spa therapy education and training. Studies in Continuing Education, 44(3), pp.347-361.
• Cauchi, N. and Falzon, R., 2023. Enhancing wellbeing in beauty salons and spas through the integration of mindfulness and aromatherapy in beauty vocational education: a qualitative narrative inquiry. International Journal of Spa and Wellness, 6(3), pp.343-379.
• Deepeka, S.P. and Badri Narayanan, M.K., 2019. Serviced Apartments Industry in India: A Study on Issues, Growth Prospects, and Best Practices for Internationalization. Transnational Entrepreneurship: Issues of SME Internationalization in the Indian Context, pp.189-212.
• Fabrick, K., 2020. Using Social Media to Enhance Customer Service: A Study of Independent Day Spas in Phoenix, Arizona. Liberty University.
• Greensword, S.N.K., 2023. Fabulous Transactions: Hair Braiding in a Jamaican Resort Salon. Transforming Anthropology, 31(2), pp.113-124.
• Hendren, K., Newcomer, K., Pandey, S.K., Smith, M. and Sumner, N., 2023. How qualitative research methods can be leveraged to strengthen mixed methods research in public policy and public administration?. Public Administration Review, 83(3), pp.468-485.
• Köhler, T., Smith, A. and Bhakoo, V., 2022. Templates in qualitative research methods: Origins, limitations, and new directions. Organizational Research Methods, 25(2), pp.183-210.
• Niinepuu, T., Tooman, H. and Smith, M.K., 2022. Customer delight and implications for spa management: examples from Estonian and Finnish day spas. International Journal of Spa and Wellness, 5(1), pp.101-111.
• Ourahmoune, N. and Jurdi, H.E., 2021. Beauty salon-a marketplace icon. Consumption Markets & Culture, 24(6), pp.611-619.
• Petrylaite, E. and Hart, D., 2021. Men's consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas. Journal of Marketing Management, 37(3-4), pp.266-293.
• Smith, M. and Wallace, M., 2019. An analysis of key issues in spa management: Viewpoints from international industry professionals. International Journal of Spa and Wellness, 2(3), pp.119-134.
• Strijker, D., Bosworth, G. and Bouter, G., 2020. Research methods in rural studies: Qualitative, quantitative and mixed methods. Journal of Rural Studies, 78, pp.262-270.
• Vaughn, L.M. and Jacquez, F., 2020. Participatory research methods–Choice points in the research process. Journal of Participatory Research Methods, 1(1).

Online

• Customer Service Tips to Increase Spa Sales. 2023. Online. Available through: <https://www.daysmart.com/spa/blog/customer-service-tips>
• The Hair Lounge. 2022. Online. Available through: < https://www.hairlounge.uk.com/#About-Us >