헤어샵의 서비스 품질이 소비자의 가격 공정성 지각과 재방문의도에 미치는 영향

A Study on the Effects of Hair salon Service Quality on Consumer Perception of Price Fairness and the Intent to Revisit: Focusing on the Busan area

This study attempted to determine the effects of the quality of cosmetology services on consumer price fairness perceptions and their intention to revisit the establishment. For this, a questionnaire survey was conducted among 330 customers of beauty salons in Busan, and the results were collected and analyzed. The study results found the following: To examine the mediating effects of price fairness, furthermore, a hierarchical regression analysis and structural modeling were performed. The results found that all hypotheses but H4 and H6 were adopted, which shows that service quality has a positive effect on revisit intention with price fairness as a mediator. The rejection of H4 means that the respondents at age 40 or older are not as sensitive to price as long as the skill level is deemed high. In addition, the rejection of H6 represents that those who spend a lot of money (KRW 50,000 or more per month) on their hairstyling are willing to pay a high bill provided that the skill level is high. Therefore, differentiated services for such customers who are willing to pay a high price should be included in beauty salon management strategies.