Differences between User Needs of Hairdressing Salons and Service Providers' Perceptions

Abstract

In this study, we analyze the difference between user needs of hairdressing salons and the perceptions of user needs considered by service providers from the viewpoint of switching costs. We conduct a questionnaire survey for users of hairdressing salons, and elicit the factors of user needs related to switching costs by using exploratory factor analysis. We also analyze how these factors affect other factors by path analysis. The we conduct an interview to hairdressing salon service providers based on the elicited factors to grasp the perceptions of user needs considered by them. By comparing these results, we explore commonalities and differences between them.