Perpustakaan Digital ITB

Up to present time, service quality (SERVQUAL) is preserved as an important issue since its critical role in acquiring, maintaining, and upgrading customer satisfaction. However, it is often difficult to measure them regarding tremendous change of the complexity of customer needs, behavior, and characteristics. Value and life style (VALS) of the customer is suspected as one of the most influenced factor of service quality. This paper examines a holistic study of analyzing several factors affecting service quality and their correlation with characteristics of customers based on value and life style. Furthermore, customer’s perception of service quality can be drawn from those relationships. Exploratory factor analysis and quantitative analysis are employed with case study of beauty salon service at Bandung and Tokyo. The results indicate how the quality of services is perceived by customers who have different value and life style, and describe significant relationship between value and life style with the affecting factors of service quality. From comparison results of those two cities, it implied that disparities of customer perceptions in those two cities are strongly influenced by their own value and life style.