1.5 Research Questions
Similarity defined as the feeling that individual customers feel that they could have
similarities with other customers in the service environment according to (Martin and Pranter
1989). Similarity possesses strong influence for consumers to develop intention to purchase.
However past studies focus more on consumer goods and banking ser vices In salon industry,
similar behavior could be observed. Consumers visit a salon because of the style that they
offer was similar or matched consumer’s style and lifestyle. Furthermore, the location and the
design of the salon itself could represent their consumer’s lifestyle. Therefore the first
research question in this study was:
RQ1: Does similarity affects approach?
Physical appearance defined as the overall look in customers in the service environment. For
example when a salon has customers who dress well, customers may view the salon to be
upscale. Mcgrath and Otnes (1995) found that shoppers interacted with other customers that
they like visually. Same thing in a salon setting that physical appearance influence the
customer intention to visit the salon because the customers like what they see in other
customers. Therefore the second resear ch question in this study was:
RQ 2: Does physical appearance affects approach?
Suitable behavior defined as other customer’s behavior can affect the customer
service
evaluation therefore affecting approach. Grove and Fisk 1997 that customers have
expectation on how other customer behaves, because it impacts the enjoyment of their service
experience. Therefore the third research question in this study was: RQ 3: Does suitable
behavior affects approach?
The fourth research question is does similarity affects avoidance? Similarity as mentioned
above is customer’s traits that are the same with other customers. If the customer
have
different characteristics with other customers will it affect their avoidance intention in leaving
the business and choosing another salon?
RQ 4: Does similarity affects avoidance?
The fifth one explains does physical appearance affects avoidance? Physical appearance as
mentioned above is defined as the outlook of the customers in the service setting. If the other
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