How to evaluate the services of a small beauty salon in Manaus? 175 74

Abstract

The research evaluates the performance of the services provided by the Nivea Mangabeira Space Salon, located in the Redenção district of Manaus City, capital of Amazonas. To this end, for 20 days in November 2019, a questionnaire was applied to 50 clients, containing twenty items referring to the five quality dimensions: Tangible Aspects, Reliability, Responsibility, Assurance, and Empathy. The collected data were analyzed using descriptive statistics and after analyzing the results, it was concluded that empathy is the best performing dimension, indicating that professionals have a great relationship with clients and that they feel very well treated. On the other hand, the Tangible Aspects dimension had the lowest performance, even though the hall structure being considered good, it can be improved. Suggested improvements by respondents include parking, a wider place, offering snacks, courtesies or promotions for birthday people, always having coffee, doing micro-pigmentation wire-to-wire and hiring more professionals for the most demanding days. As for management, it is recommended that managers pursue improvement courses in small and medium business administration at SEBRAE-AM, CETAM or in another establishment, to professionalize its management, leaving a small family-based company to maybe become a national franchise.