피부관리실의 물리적 환경이 고객의 감정적 반응을 매개로 고객의 재방문 의도에 미치는 영향

The Effects of Physical Environments of Skin care Salons through Mediating Customers’ Emotional Responses on Customers’ Revisit Intention

This study attempted to determine the effects of a skin care salon’s physical environments on customers’ emotional responses and revisit intention. For this, a questionnaire survey was performed among 500 customers of salons in Busan and Gyeongnam from June 1 to July 31, 2016. A total of 460 copies were used for final analysis while 40 poorly answered ones were excluded. The study results found the following: Among the physical environmental factors, ‘air-conditioning’, ‘convenience’ and ‘signal/symbol’ had a positive effect on emotional responses and revisit intention. In turn, the emotional responses had a positive influence on revisit intention. Furthermore, customers’ emotional responses played a mediating role between the physical environments and revisit intention. Physical environmental elements such as pleasantness, convenience and aesthetic senses could have a direct influence on customers’ revisit intention. In addition, it can stimulate their sensitivity, indirectly affecting their revisit intention. Therefore, it’s anticipated that these study results would be available as basic data for studies on how to improve customer satisfaction through the derivation of positive behavior.