헤어 디자이너의 이미지 중요도와 만족도가 재방문에 미치는 영향

Effects of the Image Importance and Satisfaction of Hair Designer on their Revisit

This study investigated the effects of hair designers’ image on customers’ revisits to a beauty salon among adult women in their 20s. The results found the following: First, in terms of the importance of hair designers’ image, ‘appearance’ was the highest, followed by ‘attitude’, ‘mindset’ and ‘communication’. In terms of customers’ satisfaction as well, ‘appearance’ was the highest, followed by ‘attitude’, ‘mindset’ and ‘communication’. Customer revisits were relatively high, and positive correlations were found among most variables. Second, in terms of overall image, importance was higher than customer satisfaction. In attitude and communication as well, importance was higher than satisfaction. Third, in the importance of image, attitude and communication had positive influence on customer revisits. In terms of customer satisfaction with the hair designers’ image, attitude, communication and mindset revealed a positive effect on customer revisit. According to the said results, attitude, communication and mindset, not a hair designer’s look, have a significant influence on customer revisits. Therefore, it appears to be deemed necessary to provide hair designer image improvement education and establish a related institutional framework.