Secondary Outcomes (explanation)
To measure performance, I will use proxies of performance as measured by Yelp, including the number of page views, directions and map views, calls to the business, number of reviews, and survival. When available, I will also examine a binary indicator of availability the next day, as well as the number of employees and customers at the time of salon visit. Finally, for a subset of salons in San Francisco, I will look at quarterly revenues using tax data from the City of San Francisco.
In terms of firm decisions, I will look at decisions of scope (in terms of its service offerings e.g. massage, hair, etc), quality (e.g. nail polish brands offered, Yelp rating and review text on quality, cleanliness and luxuriousness of interior, etc), and practices (e.g. hours open, promotions/signs, etc).