헤어미용사의 전문성과 고객과의 커뮤니케이션, 라포형성이 고객만족과 재방문에 미치는 영향에 관한 연구

A Study on the Effects of Professionalism in the Hair Designer, Communication with Customers, and Rapport Forming on Customer Satisfaction & Revisiting

As beauty services are used to enhance beauty, the beauty industry continues to grow. Among the areas of the beauty industry, customers rely on hair designers as they seek changes in their hair style. In this study, the factors for customers continuously visiting one hair designer were defined as professionalism, communication and rapport forming, and the effects on customer satisfaction and revisiting were identified. The survey was conducted from July 15, 2017 to August 10, 2017, and a total of 287 surveys were analyzed. SPSS 21 was used for the data analysis, and frequency analysis, factorial analysis, reliability analysis and regression analysis were utilized. As a result, the professionalism, communication and rapport forming of hair designers were shown to have effects on the customer satisfaction and revisits. This study is anticipated to help hair designers secure repeat customers, and can be utilized as data for use in marketing of hair shops.