DETERMINANTS OF CUSTOMER SATISFACTION IN A HIGH CONTACT FACE-TO-FACE SERVICE SETTING

This study investigates the determinants of customer satisfaction in a high contact face-to-face service setting with data collected from 18 4 customers of a ladies' hair salon. The performance of contact person nel during the service encounter, the physical environment where the s ervice is produced and consumed, and the corporate image are identifie d as the three principal sources of customer satisfaction. Similaritie s between the determinants of satisfaction and service quality are als o noted. Implications for designing the service delivery system and po sitioning the service firm in its competitive environment are discusse d.