Research on Store Evaluation in the Service Industry Through Analysis of Questionnaire Data on Employee Satisfaction

Abstract

In recent years, the hair salon industry in Japan has seen an increase in the number of salons and a decrease in the number of customers, leading to intensified competition among salons for customers. To address this situation, salons are taking various measures, one of which is to improve employee satisfaction. In this paper, we examine whether employee satisfaction is related to customer purchasing behavior and identify factors that can improve employee satisfaction. Specifically, using data from a workplace satisfaction survey of employees, we select questionnaire items using factor analysis. Next, using the selected survey items, we performed basic tabulation to understand the characteristics of the data. Then, we examined a structural equation modeling to examine the causal relationship between employee satisfaction and latent factors, and the identification of factors that improve employee satisfaction using data on the number of all employees. In addition, we conducted a Multi group analysis was conducted to examine whether there were differences in response trends by job title. We divided frequency respondents into two categories with respect job titles that are stylist and assistant. Finally, we conducted RF analysis by using ID-POS data to evaluate the percentage of good customers for each store. We used the results of these analyses to examine the relationship between store satisfaction and customer purchasing behavior.