헤어숍 할인혜택이 고객방문의도에 미치는 영향

A study investigated the effects of special beauty salon offers on customers’ visit intention

This study investigated the effects of special beauty salon offers on customers’ visit intention and suggested a way to further strengthen visit intentions as well as effective plans for special offers and discounts, which help beauty salons stay competitive in boundless competition. For this, a questionnaire survey was performed among beauty salons in Seoul and Gyeonggi, and a total of 344 copies were used for final analysis using SPSS 20.0. The results found the following: First, in terms of demographic characteristics, the respondents were single women in their 20-30s who are currently enrolled in or recently graduated from junior college who make KRW 1-2 million monthly on average. Second, according to the sub-factors of special offers and customers’ visit intention, ‘online discount’, ‘visit discount’, ‘extra discount’ and ‘revisit discount’ were derived for special offers. In customers’ visit intention, the following four factors were obtained: ‘design preference’, ‘brand preference’, ‘style preference’, ‘facility preference’. Third, in terms of the effects of special beauty salon offers on customers’ visit intention, as ‘brand preference’ improved, ‘online discount’ and ‘extra discount’ increased as well. In addition, as ‘style preference’ improved, ‘visit discount’ increased. Lastly, ‘facility preference’ rose and ‘extra discount’, ‘revisit discount’ and ‘visit discount’ increased. Consequently, beauty salons should present their own discount packages to stay competitive in the marketplace. They also must promote more practical and reliable social media advertisements along with technical aspect-focused marketing, in addition to offering discounts. If beauty salons improve their image through social media ads and provide high-quality services, they can become more competitive. It is hoped that more comprehensive and practical studies covering more diverse variables will follow.