A study of the decisions making of customers who come to use the services of Friends Nail

Abstract

Friends Nail Shop is a nail salon that has been opened for business to meet the needs of people who love decorating their nails and are interested in this aspect. Unfortunately, the shop faced with loss from business. Therefore, this study was conducted with the objective of (1) To study the behavior of customers who come to use nail salon services. (2) To study the quality of service that affects visits to nail salons. (3) To study the level of importance in decision making to use nail salon services in purpose to take data from the study to analyze the causes of the problems in order to plan and determine solutions to the problems. The tools were used in the research include: Questionnaire by sending questionnaires through the store's customer line group and in-depth interviews with royalty customers. The samples were determined to be customers who had used the services of Friends Nail Salon and related persons, which means relatives or followers of customers who used the nail salon, a total of 360 people, which are female 62.22% LGBTQ 21.67% and male 16.11%. The research found that the importance of service quality has an effect on receiving nail salon services which are 5 aspects of service quality, including tangible, reliability, responsiveness, assurance and empathy being all at the highest priority levels. Considering the level of importance in decision making to use a nail salon service was found to be the need to decorate nails beautifully, the need to repair or change the color of the original nail polish, price comparison or nail color or nail pattern, employee service, fast service by store staff, price of the store's promotion service has been evaluated at the highest level of decision importance The benefit gained from this study is that business service providers at Friends Nail shops can use the results of this research to improve and select solutions that will be most suitable with the condition of the problem. The researcher proposes that the store should focus on public relations communications for the target group to people who living in the area nearby the store and should create the membership system to expand the member base.