헤어샵의 점포속성이 고객만족, 점포애호도 및 재방문의도에 미치는 영향에 관한 연구

Research about the effect of hair salon attributes on customer s satisfaction, store loyalty and the revisit intention

As the economy develops and living standards are improving, women s desire to seek beauty is also growing, and it starts to require systematic management. Therefore, Customers’ standard of selecting or evaluating shops will be defined by each attributes: Atmosphere, usability, familiarity, professionalism, reputation and promotion of the store. The effect of store attribute on customer’s satisfaction, preference and revisit intention has been analyzed through surveying 251 female college students who have experience to visit hair salons that own largest number of chains nationally (Data from KOSTAT, 2012). Results are as follow: First, results from the effect of hair salon attribute on customer’s satisfaction, it affects positively (+) in sequence of store reputation, professionalism and familiarity; however, store atmosphere, usability and promotion are turned out as they are unrelated. Second, results from the effect of hair salon attribute on store loyalty, it affects positively (+) in sequence of store familiarity, reputation, professionalism and promotion; however store atmosphere and usability are turned out as they are unrelated. Lastly, customer’s satisfaction affects store loyalty positively (+), and both customer s satisfaction and store loyalty are turned out as they affect positively (+) on customer’s revisit intention. If customers who visit the hair salon are satisfied with the service and start to have preference on the store, they will surely revisit. Psychological attribute including familiarity and professionalism, and brand attribute including reputation and promotion should be strengthened to increase store satisfaction and preference; thereby, competitive advantage against rivals will be achieved. In addition, contribution to the economic growth of hair salon management and the beauty industry is expected.