Customer Experience Creation in the Beauty-Industry

This research is based on the study of consumer experience of beauty industry clients. Theoretical background includes the ways of customer experience creation of in various fields, including the beauty industry. The research of consumer experience is based on a study of consumers of beauty services. To build a model for the customer experience creation, qualitative assessment methods are used: expert interviews and a series of interviews with consumers. A consumer survey allowed us to collect high-quality data for the study. The sample is based on the consumers of the Health and Beauty Club «Countess Galacriso». For an empirical estimation of the model, quantitative data analysis methods are used: factor analysis, cluster analysis, regression analysis. The complex of these methods allow us to identify three main segments of consumers of beauty services, divided on the basis of their client experience. The influence of consumer experience factors on the likelihood of repeat purchases in a beauty salon is also identified. It was found that the factor «Satisfaction» is significant for each segment, as well as the factor “Quality of service”. Based on the results of the study, the main recommendations are compiled, which will allow the beauty salon to improve the customer experience.