Science Communication

Client Retention 1

Using Self-Disclosure to Retain Clients

Client Retention 2

I. Client retention in salons are not always easy develop and there are many factors that

contribute to client return.

A. An empirical study conducted by Bove and Johnson (2009) proved that 72

percent of clients who had true personal loyalty had high positive attitudes toward

their hairstylist.

1. Those same clients remained loyal to the stylist and the salon after 18

months (Bove and Johnson, 2009).

B. In contrast to that, 15 percent of undeveloped clients found that it was

inconvenient for them to wait on the availability of their hairdresser (Bove and

Johnson, 2009).

1. About 3.2 percent of undeveloped clients chose another available

hairdresser and 21 percent left the salon (Bove and Johnson, 2009).

C. These findings not only illustrate loyal client retention but also accounts for

client satisfaction.

II. When a client does not return, hairdressers will wonder wether he or she was satisfied

with the hair service they provided. Losing a client is risky and the consequences of

non-commitment can be detrimental to the hairdresser's business.

A. One journal article proved that the higher level of commitment and

satisfaction there was from the client the greater word-of-mouth there was

(Bloemer, J., Odekerken-Schröder, G., & Kestens, l., 2003).

Using Self-Disclosure to Retain Clients

Client Retention 3

B. Another study also showed that personal connections influence customer

satisfactions with professional service providers like hairdressers (Koermer,

2005)

C. Not only did personal connections influence customer satisfaction but also

courteous expressions (professional manners) were a notable predicator for

customer satisfaction (Koermer, 2005).

III. In a hairdresser's world, client regain is essential to a hairdresser's degree of selfdisclosure.

A. The salon is an enjoyable and physical environment where people can get

together, share...