The Impact of Customer Satisfaction to Company Performance: A Study of Beauty Salons

The current study aims to identify the factors that have a significant impact on the company's performance and may influence its future development. The data collection was done through a personalized questionnaire, which was applied to 216 clients of beauty salons in Cluj-Napoca. Through computed descriptive statistics, the most purchased beauty services were hairdressers, cosmetics, and manicure / pedicure. Clients who earn less money buy more beauty services compared to those who earn more. I used multiple regression analysis to identify which factors (satisfaction, repurchase, recommendation) influence a company's performance and what is the long-term impact. Thus, only consumer satisfaction and repurchase influence the company's performance. The repurchase action has a greater impact than the level of customer satisfaction. In the long run, beauty salon managers must consider, on one hand, the increase in the level of customer satisfaction and, on the other hand, for loyal customers, the implementation of personalized sales strategies.