Today, beauty salons represent a service-intensive business in which service quality is increasingly important. “Skin-care business” means performing skin-care service and treatment by a professional operator. Nevertheless, customers interact with the service provider in several ways. Most of the interactions traditionally occur during the service transaction. These points are needed for researchers to identify the factors that determine acceptance of services by the customers. Based on a sample of 534 customers from thirty beauty-salons which offered skin-care services in Taiwan, a majority of the hypothesized relationships are strongly supported. This research was found that not only customer values and service quality, but also customer attitudes, had a positive effect on customer satisfaction. The investigation also revealed that both customer values and customer attitudes are determinants of service quality, although service quality illustrates greater influences on the values-satisfaction link than the attitudes-satisfaction link, it clearly suggests that service quality plays a crucial role in mediating the influence of customer attitudes on customer satisfaction.
