ANALYSIS OF THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER TRUST OF GELARY SALON BEAUTY SALON IN TEMBILAHAN
Keywords:
Quality of Service, Customer Trust, Beauty SalonAbstract
This study aims to analyze the influence of service quality on customer trust in Gelary Salon in Tembilahan. The research uses a qualitative approach with a descriptive method through data collection techniques in the form of in-depth interviews, observations, and documentation. The research informants are customers who have used salon services at least twice and were selected using the purposive sampling technique. The results of the study show that the quality of service has a significant influence on customer trust. The dimensions of service quality such as salon cleanliness and comfort (tangible), responsiveness, professionalism (assurance), product quality, and customer safety and privacy have been proven to be able to increase positive customer perceptions. Customer trust is also influenced by the suitability of prices with service results, consistency of service, and trust in staff recommendations. Thus, the better the quality of service provided, the higher the level of customer trust. This study suggests that salons continue to improve the quality of service to build long-term relationships and customer loyalty.
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