Customer’s Perception on Service Quality: A Descriptive Study in the Personal Care Industry

In India, the beauty care market consists of salons, cosmetic treatment centres and cosmetic products and is likely to become the main contributor to the growth of Indian wellness industry. Women contribute to over 85% of the Salon industry revenue, and rest has been contributed by males in the same category. Customer perception is the driving factor and it is obvious that there are different perceptions on dimensions of service quality. The present study adopted the descriptive study method using an extensive literature review with regard to perceptual theories on Indian beauty industry. This study focuses on customer perception and customer satisfaction of service quality. About 675 respondents in the city of Vijayawada region who were working in various organisations are considered in the study and the sampling technique adopted in the study is convenience sampling. Applied descriptive statistics and chi-square is used to analyse the association between the defined variables.