Performance Factor, Customer Relation Factor and Communication Factor. Beauty is now a USD 10 billion plus industry in Bangladesh, providing employment for an estimated 100,000 women (Akter 2009). Thousands of beauty-care service providers or beauty parlors/salons have sprung up all over the country in the last decade (Akter 2008, Akter 2009), as the significance of being beautiful is increasing. At the social level, physical beauty is an advantage, as being beautiful gives a person much more confidence (Young 2011). It has even been shown that being attractive can give a person up to a tenfold increase in the chance of getting married (Young 2011). Physically attractive job candidates whose qualifications are similar to those of less attractive candidates are more likely to be hired for the same job (Gilmore, Beehr & Love 1986). Further, the beautiful are more likely to get promoted to higher positions and to be paid more (Young 2011). Thus, like any other service industry in Bangladesh, quality of service is the most important concern for the beauty-care service industry. There has been evidence that, when customers’ perceptions of service quality are positive, the behavioral intentions are favorable, which strengthens their relationship with the organization (Zeithaml & Bitner 2003). On the other hand, when service-quality assessments are negative, the customers’ behavioral intentions are unfavorable (Kouthouris & Alexandris 2005). According to Stevenson (2002), quality refers to the ability of a product or service to meet or exceed customer expectations consistently. Schoenberger (1990) found twelve dimensions that customers associate with quality products and services, although not all the dimensions of quality are relevant to all products and services. These dimensions are conformance to specification, performance, quick response, quickchange expertise, features, reliability, durability, serviceability,
Volume 12 (2010-11)
High-End Beauty Parlors
aesthetics, perceived quality, humanity, and value. For the success of any service organization, quality is critical and of paramount importance to service providers (Bebko 2000), because services are the intangible outcomes of a tangible or intangible...