THE IMPORTANCE OF CUSTOMER SATISFACTION AND LOYALTY IN THE AESTHETICS SEGMENT IN A CITY IN NORTHWEST PAULISTA

Abstract

This study emphasizes the importance of customer loyalty programs in companies for the success of organizations. To carry it out, an exploratory research was used, using questionnaires to collect data on the opinion of customers of beauty salons in a city in the Northwest of São Paulo. The research focused on frequency of visits, preference for a specific establishment, motivation and participation in loyalty programs. The results revealed that the quality of the service or product is the main factor for choosing the establishment and customer satisfaction is fundamental for loyalty. The majority of respondents participate in loyalty programs, motivated by financial and product benefits. Furthermore, the well-being of employees directly influences the quality of service. Companies that understand and invest in these aspects are more likely to prosper and ensure customer loyalty, generating long-term profits.