How conversation helps shape customers' perceptions of the service experience

Conversation in the hairstyling service encounter is explored to understand how customers' conversation with their hairstylist helps shape perceptions of the service experience. The hairstyling encounter between customer and provider can be extended in duration and intimate in personal distance, generating varying emotions that influences the overall experience. Conversations of typical customers from eight encounters in an Australian full service hair salon were examined. Conversations were discreetly recorded and each participant was then interviewed (Guideline available from the author). Conversation and interview data were separately analyzed. Only the interview responses bear on the issues examined in this paper. Conversation helps build trust in their hairstylist. Long- term customers perceived greater provider empathy than short- term customers. Customers used conversation cues to gauge whether they received individual attention from their hairstylist. Recommendations for good communication included non-verbal- what is not said may be just as important as what is. Few respondents and single venue prevent generalization but the findings' support that conversation in this type of service encounter can assist in favorably shaping customer perceptions of the service experience, warranting further research on conversation in other similar services. Training of frontline staff in conversation skills needs a stronger focus. Technical proficiency stressed in the training of service specialists is insufficient to build a strong relationship with customers if there is a failure to address conversation competencies.