| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 107 === Abstract
As the improvement and progress take place in technology, Internet, and economy, nowadays hairdressing designers doesn’t only provide expertise but a better quality of service to satisfy the customers’ needs. Having a better living standard, people start putting more attention on their personal style. To get a hair design in the hair salon, which used to be considered a luxurious spending, has now gradually become a basic expense in people’s daily life. To this day, hair salon is no longer a place only for female customers to go to, but also for male customers.
As fashion trend has evolved throughout the time, hair stylists have to not only obtain professional skills but also be aware of the changes of fashion trends. In this research, the methods of multiple case studies were adopted to investigate 5 cases of customers (including 2 males and 3 females.) With more than 20 years of hair styling practice, the author illustrated how to communicate with the customers and collect the information regarding their needs in such aspects as social status, personal styles and internal/external conditions. The process of integrating a variety of techniques, such as hair cutting, permanent, hair coloring and blow dry styling was demonstrated to meet their individual needs and expectations.
The research results should guide hair stylists in realizing customer needs for hair styling by looking into customer pains. Value proposition, which is essential for an effective business model, can thus be established with proper cures for the pains.
Key word: hairdressing, styling, case study
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