미용실 서비스품질이 고객의 감정적 반응과 재방문 의도에 미치는 영향

Impact of Service Quality in Beauty Shops on Emotional Reaction and Revisit Intention of Customers

This paper investigated the impact of service quality in beauty shops on the revisit intention of customers and conducted an empirical test on its mediated effect on the emotional reaction of customers. The results of the empirical test are described below. In accordance with the analysis of the impact of service quality in a beauty shop recognized by customers on their emotional reaction, the pass coefficient of certainty showed the highest score. This means that the pass coefficient of certainty has the highest impact on the emotional reaction of customers, followed by sympathy, service tangibility and reliability, in that order. Next, for the customers experiencing a positive emotion while being served in a beauty shop, service quality had a significant impact on the intention to revisit. Finally, the emotional reaction of customers played the role of mediator in the relationship between the service quality in a beauty shop and the intention to revisit.