RELATIONSHIP BETWEEN SALON MARKETING STRATEGIES AND CLIENT RETENTION

IN ALFONSO LISTA, IFUGAO

A Quantitative Research
Present to Faculty and Staff
of STA. MARIA NATIONAL HIGH SCHOOL – SENIOR HIGH SCHOOL
Sta. Maria, Alfonso Lista, Ifugao

In Partial Fulfillment of the Requirements

In Practical Research 2

By:

Perez, Alleah Rose C.

Lapinio, Agnes B.
Angaran, Christian Jay A.
Hommoc, Joan M.
Caoalo, Bryvienne A.
Tumapang, Lezlie B.
Anquillano, Geraldine O.
Cholhang, Rizjane T.
Lachaona, Shaina C.
Napanggid, Victor I.
Ventura, Wyncel Q.

S.Y. 2024-2025
 Chapter I:
INTRODUCTION
The Beauty industry is highly competitive, and salons face increasing pressure to enhance

the effectiveness of their marketing strategies to retain clients and attract new ones. Marketing

strategies, including service quality, branding, and equipment quality, and customer discounts are

critical for differentiating salons from competitors.

The expectation and perception of service quality, from both employees and customers, are

key factors to consider in achieving long-term business success. Firms must continuously examine

the factors influencing customer satisfaction (Toress, 2019). High service quality is associated with

a range of elements that contribute to a business’s success. By focusing on these factors,

businesses can improve customer satisfaction, loyalty, reputation, and profitability

In the study titled “Service Quality for Customer Retention in Beauty Salon Business in

Kanchanaburi Province” by Achariyawong (2003), the five dimensions of service quality-tangibles,

reliability, responsiveness, assurance, and empathy----were explored in relation to client retention.

The findings showed that all five dimensions had a significant and positive relationship with

customer retention in the beauty salon business. Additionally, the study only includes female

customers, potentially excluding the perspective and experience of male customers, which may

limit the comprehensiveness of the service evaluation. The relevance of the study lies in its focus

on how service quality impacts customer retention in the beauty salon industry.

According to Achariyawong (2003), in the study titled “Service Quality for Customer

Retention in Beauty Salon Business in Kanchanaburi Province”, the research investigated the

impact of service quality on customer retention. It highlights the crucial role that service quality

plays in the beauty salon industry. The major findings revealed a significant and positive

relationship between service quality and customer retention. The study emphasizes how service

quality improves customer satisfaction, retention, market share, and profitability in the beauty salon

industry. However, the study is based solely on data from 200 female clients, lacking the

perspective of male customers. The relevance of the study lies in its focus on how service quality

affects customer relationships in the beauty salon industry.

 Branding in marketing plays an equally important role. As defined by the American

Marketing Association, a brand is a name, term, sign, symbol, design, or combination of these,

intended to identify the goods or services of one seller or group of sellers and to differentiate them

from those of competitors (Kotler and Keller, 2018). Branding refers to the process of creating a

unique image for a business or product to differentiate it from competitors.

In the study titled “The Impact of Brand Image on Customer Satisfaction and Brand Loyalty”

by Abdul Hasseeb, Tahir Muhammad Adnan, and Zombia Saeed (2024), the authors emphasize

the need for businesses to cultivate a strong brand image to maintain a competitive advantage,

especially in emerging foreign tourism markets. This literature review systematically explores the

relationship between brand image, customer satisfaction, and brand loyalty in foreign tourism,

using 79 carefully selected articles. The findings emphasize that brand image significantly

influences customer satisfaction and loyalty, with a strong brand name fostering and enhancing

customer trust. The study contributes to the existing literature by integrating self-cognitive theory

and highlighting factors such as product quality, pricing, and advertising.

The equipment for a salon depends largely on the service offered. Some of the basic

equipment required for establishing a hairdressing salon includes washing basins, styling chairs,

hair dryers, supply trolleys, manicure sets, and aprons, which require proper usage understanding.

Other equipment may consist of shampoo spray machines, facial beds, hair steaming machines,

other body/skin care facilities, sterilizers, waste disposal systems, electricity, fire extinguishers, first

aid materials, and water supply systems.

In the study titled “Compliance to Safety Practices among Hairdressers in River East

Senatorial District, River State, Nigeria” by De-Gannaro et al. (2014), explored that hairdressing is

associated with exposure to a series of harmful elements and substances within the working

environment. Unsafe acts and conditions could lead to serious adverse health conditions. This

exposure can likewise affect customers and other individuals within the work environment where

these products are used. The major findings of the study revealed that good compliance with

safety practices among hairdressers was found more among those aged 20-29 years and those

with 1-2 years of work experience. The strength of the study lies in its well-structured design with
clearly defined objectives, researcher questions, and hypotheses, utilizing a descriptive

correlational design to examine the relationship between variables. However, the researcher found

that those who had worked for 3-5 years had poor compliance with safety practices based on

years of experience. The relevance of the study is that it highlights compliance with safety

practices among hairdressers, identifying key areas for improvement in health and safety. It

provides valuable insight for salon owners to enhance supervision and enforce safety regulations,

ensuring better protection for both workers and clients.

Sales discounts, also known as cash discounts and early payment discounts, are recorded

in a contra-revenue account such as sales discounts. Hence, their debit balance will be one of the

deductions from sales (gross sales) to report the amount of net sales (Encinaris, 2020). Sales

discounts are one of the most usable marketing strategies in all businesses, including salons, as

they increase customer attraction, resulting in high customer loyalty and client retention.

In the study titled “Study of Consumer and Usage of E-Vouchers for Clinics and Salons in

Bangkok” by Wainvapiwat (2014), the purpose was to research and analyze customer perceptions

and behavior regarding purchasing facial clinic and salon service through e-vouchers. Using a

combination of qualitative and quantitative data collection, the researcher surveyed a total of 179

respondents, 80% of whom were female, aged between 25 and 40 years. The findings indicate

that people are interested in the benefits they receive from the e-voucher and want to be confident

in the service and acceptance of the e-voucher. To gain more attention from customers when

offering promotions via e-vouchers, facial clinics, and salons may issue similar free offers (e.g.,

buy one get one free, first visit free, etc.). The study found that customers prefer this kind of

promotion over others, such as percentage discounts.

The investigation of customer retention in the beauty salon industry has some drawbacks. It

mostly deals with female clients and does not capture male client’s views, which are important for

a salon to improve upon. The review also does not capture the interrelation of basic concepts like

service quality, branding, safety practices, etc., and the use of technology in how customers are

engaged. In addition, it states results from limited areas of geography instead of wider aspects and

differences in the industry. Also, the review does not inquire into how loyalty towards customers is
a significant factor that increases retention, which includes trust, satisfaction, and emotional

feeling. Addressing these research gaps will enhance our understanding of customer retention

within the beauty salon and provide actionable measures that may help salons expand and

maintain more diverse customer bases.

The research looks at the gaps that have been discovered in past studies concerning

retention in the beauty salon sector based on the insights gained from clients of either gender and

investigate inter-linkages among service quality, branding, safety practices, and technology

concerning customer engagement. It was also aimed at determining if loyalty, satisfaction, and

emotional connection were involved in building customer retention. Through this research that

seeks geographically to widen the scope of their objects and focus on as diverse demographics of

the clients, it will seek to provide actionable insights that will have a positive influence on beauty

salons as they create their strategies to expand and maintain an even more inclusive loyal

customer base.

The outcomes of this research work can help the beauty salon industry in filling existing

research gaps on customer retention aspects. By doing so, effective strategies can be developed

by salons to entice and hold onto customers. The results of the research work will also assist in

tackling issues of gender bias, hierarchy of concepts, and geographical restrictions faced shave

salon providers. This research will help enhance the understanding of beauty salons as well as the

opportunities present in the beauty salon.

Perez, Alleah Rose C. 20

Lapinio, Agnes B. 20
Angaran, Christian Jay A. 10
Hommoc, Joan M. 18
Caoalo, Bryvienne A. 20
Tumapang, Lezlie B. 20
Anquillano, Geraldine O. 19
Cholhang, Rizjane T. 20
Lachaona, Shaina C. 20
Napanggid, Victor I. 18
Ventura, Wyncel Q. 12