Title: High customer service quality in the beauty service design

Authors: Masaki Iijima; Kentaro Azuma

Addresses: Aichi Gakuin University, 3-1-1 Meijyo, Kitaku, Nagoyashi, Aichi 462-8739, Japan ' Junet Inc., 120-2-102 Suenaga, Takatsuku, Kawasakishi, Kanagawa 213-0013, Japan

Abstract: Most of the Japanese cosmetics market is operated according to the 'small profits and quick returns' type of system. Customer service is often unsatisfactory. The cosmetics shop studied in this case offered high-quality products and services to regional and return customers. In Japan, urban m areas are surrounded by residential societies that have many rich families. Shop staff in the cosmetics stores usually has high skills and possess a variety of knowledge as professional technicians. They offer customers unique services known as Omotenashi in Japanese. Another effective management strategy is to share the information by SMS among shop staff members and managers. Through these activities, they keep a friendly relationship without complaints. The head at these stores aims to create a leading regional brand, and this leadership effectively helps to form a consensus among staff members.

Keywords: cosmetics shops; service quality; wealthy customers; regional branding; customer service; beauty services; service design; Japan; Omotenashi; information sharing; SMS; beauty care services; customer relationship management; CRM; leadership.

DOI: 10.1504/IJSTM.2015.071099

International Journal of Services Technology and Management, 2015 Vol.21 No.1/2/3, pp.72 - 82

Published online: 12 Aug 2015 *

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