Assessing consumer satisfaction from beauty-care services in Morocco

مقدم أطروحة جامعية

al-Firachi, Hudah

مشرف أطروحة جامعية

MacDonald, P.

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2011

الملخص الإنجليزي

The aim behind this research study is to assess the current customer satisfaction with beauty care services in Morocco.

For this matter, beauty care services is defined as a set of services that are consumed to enhance one’s image and body satisfaction, as well as health.

Examples include SPAs offering massages and sport sessions, and beauty centers offering haircuts, make ups and/or skin treatments.

The objective of this research study is to investigate whether the currently offered services fully respond to customers’ needs from beauty care services in Morocco.

The assessment of customers’ satisfaction is achieved through the measurement of three key attributes: threshold, performance, and excitement.

Combined with a demographical analysis, these results helped to defining the consumers’ perception of the current beauty care offerings, and the ways businesses can improve their customer retention programs to increase loyalty and satisfaction.

Logistic Regression is used to analyze the results of a sample of 321 women from different cities in Morocco.

The results revealed that there is a gap between customers’ expectations and the service level received, and a failure on the delivery of a number of business aspects.

These aspects include the enhancing and facilitating services, and the establishment of loyalty bonds.

A discussion of these results is done, followed by a set of recommendations to overcome these issues

التخصصات الرئيسية

التسويق
الصحة العامة

الموضوعات

• التسويق
• التقييم
• المغرب
• رضا العملاء
• الجمال الشخصي

عدد الصفحات

72

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-627200