Service Quality and Customer Loyalty in a Selected Hair Salon in Valencia City, Bukidnon

The beauty industry faces intense competition, emphasizing the need for high service quality to foster customer loyalty in hair salons. This study was anchored on SERVQUAL Theory and Relationship Marketing Theory and the objective of the study included the identification of the demographic profile of respondents (age, sex, education, occupation, income, visit frequency), the level of quality of service (employee competencies, personal interaction, convenience, responsiveness, ambiance), customer loyalty (number of visits, availed services), and the relationships between demographics and loyalty, and service quality and loyalty. The data were gathered through survey and using a descriptivecorrelational design; 100 customers of a selected hair salon were surveyed. Majority of the respondents were between 16-25 (53%), female (99%), college level (46%), student (44%), earning 5000-9999 (43%), and visiting once in a year (55%). The ratings of service quality were high (mean=4.29), ambiance, and personal interaction were the highest (mean=4.31), convenience (mean=4.26), and employee competencies/responsiveness (mean=4.24). The level of customer loyalty was high (mean=4.10), availed services high (4.21) and visits high (mean=3.98). There were partial significant correlations between demographics (occupation, age, income positive; sex, education, frequency insignificant), and service quality had a significant influence on loyalty (r=0.598), which were driven by ambiance and personal interaction.