Service Marketing: Price Transparency In Salon Offerings – Effect Of The Module.
DOI:
https://doi.org/10.70577/vmhyjj93Keywords:
Service Marketing, Price Transparency, Customer Satisfaction, Trust, Loyalty.Abstract
This study analyzes the impact of price transparency in beauty salon services, focusing on its effects on customer trust, booking conversion, and perceived satisfaction. The main objective was to assess how the implementation of an informational module —titled “Where Does Your Payment Go?”— influences consumer decision-making and value perception.
The research followed a mixed-method A/B/C experimental design, applying the module under three conditions: control, transparency, and transparency with explicit guarantee. Over eight weeks, quantitative and qualitative data were collected from an urban beauty salon through satisfaction surveys, booking records, and participant observation.
Results show that the transparency and transparency-with-guarantee conditions increased booking conversion by 15% and reduced no-show rates by 22%. Customers also reported higher trust and clearer understanding of the value received.
It is concluded that transparent price communication reinforces perceptions of fairness and professionalism, becoming an effective service marketing strategy that fosters loyalty and competitive differentiation.
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