Advisers

Vinalyn L. Sarzata, MBA

Discipline

Business administration

Abstract

Customer satisfaction plays an important role in the success of service-oriented businesses, especially in the beauty salon industry where service quality and operational performance are closely associated with customer experience. This study aimed to assess the operational performance of Beauty Glow Salon and determine its relationship with customer satisfaction. Specifically, the research examined staff performance, marketing strategies, and operational efficiency, as well as customer satisfaction in terms of service delivery, customer care, and pricing. A quantitative descriptive–correlational research design was utilized in the study. Data were gathered from fifty (50) female customers aged eighteen (18) years old and above using purposive sampling. A structured survey questionnaire was used to measure operational performance and customer satisfaction levels. The collected data were analyzed using descriptive statistics to determine the level of assessment and correlation analysis to identify the relationship between variables. Results showed that the operational performance of Beauty Glow Salon was rated highly satisfactory, with staff performance, marketing strategies, and operational efficiency receiving overall ratings of Strongly Agree, indicating effective salon management. Staff training emerged as the highest-rated indicator, highlighting the importance of competent personnel in delivering quality services. Marketing efforts, including effective communication and social media engagement, were positively perceived in relation to customer attraction and retention. Operational efficiency was reflected through minimal waiting time and organized appointment scheduling. Customer satisfaction results revealed that service delivery ranked highest, followed by customer care and pricing, which were perceived as fair and valuable. The findings revealed a significant relationship between operational performance and customer satisfaction, indicating that stronger staff performance, efficient operations, effective marketing, and fair pricing are associated with higher levels of customer satisfaction. Based on the results, recommendations were proposed to enhance staff responsiveness, maintain service consistency, improve complaint management, and strengthen operational practices to further improve customer experience and sustain customer loyalty in Beauty Glow Salon.

Keywords

customer satisfaction, operational performance, staff performance