Factors influencing patronage of salons and barber shops by Nairobi resident

Abstract

This exploratory study investigated the factors that influence patronage of salons and barbershops and their relative importance. The target groups were clients of salons and barbershops who visit these service outlets both in the residential estates and in the Central Business District. Primary data was collected by use of self- administered questionnaires. Respondents were asked to indicate on a five-point Likert- type scale ranging from very important to not at all important how they viewed a series of factors influencing patronage. The data collected was analyzed by use of multivariate statistics. From the factor analysis seven key patronage factors were extracted. These most important factors considered were: popularity, flexibility of service and comfort, safety and convenience, customer care and a wide range of services, professionalism, convenience oflocation and affordability and courtesy. The study revealed that these patronage factors are functions of both service outlets and service personnel. For this reason the researcher recommends that future research be carried out to investigate exclusively patronage factors attributed to the service personnel. Public policy makers can use the findings to formulate l'realth and safety policies that will protect the public from substandard and unhygienic services.