헤어 커트 서비스를 위한 커뮤니케이션의 단어적 인식차이가 고객 만족에 미치는 영향

Effects of Differences in Lexical Perception of Communication for Hair Cut Services on Customer Satisfaction

In modern beauty services, communication between service providers and customers has a significant effect on the improvement of customer satisfaction and customer relationship. Communication should reduce differences in lexical perception by expressing opinions through verbal and nonverbal communication. This study aims to increase customer satisfaction and help hairdressers facilitate the services provided by analyzing differences in the perception of verbal and nonverbal expressions in using the words regarding the length of haircut. A study was conducted with 87 service providers and 138 customers after choosing the words regarding the length of haircut through a preliminary survey. A correlation analysis, regression analysis and cross-tabulation analysis were conducted using SPSSWIN 22.0. The analysis of differences in the perception of verbal and nonverbal expressions and customer satisfaction by gender, age and visit frequency has found the following: The perception of verbal and nonverbal expressions in using the topic words was higher in men than women (gender) and in service providers than customers. It decreased as the respondents were older but increased as customers’ visit frequency decreased. When the difference of the perception was large between service providers and customers, in addition, customer satisfaction decreased. In customers, therefore, there was a difference in the perception of verbal and nonverbal perceptions of the words. Therefore, service providers need to properly manage customers’ verbal expressions regarding length of haircut in their communication with customers. The proper management of differences in lexical perception would improve customer satisfaction and customer relationships and help hairdressers provide haircut services properly.