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Research purpose:
This study aims to investigate the influence of service quality on the customer satisfaction of Vietnamese Generation Z in the nail industry. Research motivation: The nail industry in Vietnam has been growing significantly in the last ten years, with roughly 7,000 to 8,000 beauty salons in large cities, which are Hanoi capital and Ho Chi Minh city. Sales are anticipated to grow by 20–30% annually, reaching 1.5–2 billion USD per year. However, the quality of service in this industry is still underexamined. The customer’s welfare, safety, and hygiene issues have not yet been under the control of the local governmental authority. Thus, it is doubtful that many beauty salons have not yet paid proper attention to service quality. Moreover, empricial studies in this industry are limited in Vietnam. Research design, approach, and method: The SERVPERF model was adapted in our study to test how service quality influcences the satisfaction of Generation Z customers, who experienced the nail service of beauty salons in Hanoi, Vietnam. We employed the convenient and snowball sampling method to collect data in a self-administered online survey. 224 valid responses were collected in three months. Regression analysis was run to test the proposed hypotheses. Main findings: Our data analysis shows that 4 out of 5 factors in the SERVPERF model, including Assurance, Empathy, Reliability, and Tangibles, positively influence the satisfaction of Gen Z customers in Hanoi. Only the Responsiveness factor was found to have no relationship with Gen Z customers’ satisfaction. Practical/managerial implications: The findings are expected to provide valuable insights into the attributes of service quality that matter most to Generation Z customers. It is implied that nail salons should enhance their service to meet young customers’ evolving needs and expectations. Improving service alignment subsequently enables firms to boost customer satisfaction. Overall, this research contributes to the existing knowledge on service quality management. It also offers practical implications to industry stakeholders desiring a deeper understanding of how to attract, satisfy, and maintain loyal Gen Z customers in Vietnam’s thriving nail industry. |
