O desafio da prestação de serviços numa barbearia

Abstract

Understanding the challenge of service provision in a barbershop has become increasingly relevant due to the growth of the barbershop market and fierce competition in this sector. The onset of the COVID-19 pandemic in 2020 negatively impacted barbershops, but with the hope of a gradual recovery, opportunities arise for the sector. The general objective of this study is to analyze the challenges of customer acquisition and retention in the provision of barbershop services in Goiânia. Specific objectives include identifying key strategies for customer retention, conducting a study with customers to identify their service preferences, conducting a case study on businesses in the barbershop industry in Goiânia, and presenting data analysis and research results. The justifications for this study lie in the importance of service quality for the success of barbershops and the need to understand the factors that influence service provision in this sector, given its significant growth in recent years with increasing demand for men's aesthetic services. The methodology involves a qualitative case study through interviews with owners of two anchor barbershop businesses, aiming to showcase different realities within the same type of commerce but with distinct approaches (services, relationships, and loyalty). Additionally, a quantitative questionnaire was administered to barbershop customers to assess service quality and strategies. Both sets of results were crucial for the completion of this study. As for the results, it was possible to comprehend various strategies employed by barbershop owners in their businesses and gauge customer satisfaction with the services provided.