Implications of Different Mental and Behavioral Approaches to Hairdressing Services: Consumers Clustering Approach

Gaining customer’s satisfaction in the market is a key task faced by the company. This can be done by affecting the individual variables, which in case of different activities may be varying. In some markets, such as hairdressing services, building customer’s satisfaction is a difficult task, because of the fact that consumers can present both utilitarian and hedonistic approaches for this type of service. The essence is to understand customer’s needs and meet them out. Although it seems obvious, it becomes problematic, e.g., the hairdresser’s artistic vision is not always reflected in the consumer’s expectations, as well as the expectations of the consumer may be contrary to the knowledge that a hairdresser has, for example, the hairstyle, which he dreamed about is not appropriate for him). This article presents the results of the author’s own research (CAWI) on the Polish market of hairdressing services. The author proposes the hairdressing services typology using selected mental and behavioural variables as a base for cluster analysis. Next description of clusters and marketing implications for hairdressing service providers have been made.