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The aim of this research is to understand female customers of beauty parlours in Morocco and determine the key decision factors that have the biggest impact on their satisfaction and loyalty. The assessment of customers’ satisfaction is achieved through the measurement of three key attributes adapted from the Kano model: threshold, performance, and excitement. Combined with demographical analyses, the results defined consumers’ key satisfaction factors of beauty-care offerings in Morocco and provided a fundamental understanding of customer value perception. We hope this is a utile for businesses to improve their customer retention programmes and increase loyalty. We used logistic regression to analyse the results of a sample of 321 women from different cities in Morocco. The results revealed that there is a gap between customers’ expectations and the service level received, and a delivery failure on a number of business aspects. Personal and psychological needs were found to drive satisfaction on a threshold level, and are moderated by age and education; price and physical environment were the most significant attributes on the performance level; and information availability, billing system clarity, consultation, and personnel ability were found to be the most significant attributes on the excitement level.

Key threshold, performance, and excitement attributes that drive satisfaction and loyalty: the case of beauty parlours in Morocco