두 업종 이상을 운영하는 미용실의 고객이 인식한 직원의 신뢰성이 재방문의도에 미치는 영향

서울 강남지역 중심으로

This study attempted to investigate employee reliability and revisit intention. For this, a questionnaire survey was performed among adult women in their 20-40s who visited a beauty salon where at least two aesthetic services (hair, makeup, nail care) are provided in Seoul, and the results found the following: First, the majority of customers were female office workers in their 30s with a college degree. Second, according to analysis on employee reliability factors, ‘price-centered’, ‘value-centered’, ‘skill-centered’ and ‘deceptive ad-centered’ were observed. In terms of revisit intention factors, ‘salon technology’ and ‘salon commitment’ were found. Third, according to regression analysis on the effects of employee reliability on ‘salon technology’ in a beauty salon where at least two aesthetic services are provided, ‘value-centered’ and ‘skill-centered’ revealed a statistically significant influence while ‘price-centered’ and ‘deceptive ad-centered’ showed no effect. Fourth, regarding the effects of employee reliability on ‘salon commitment’, ‘price-centered’, ‘deceptive ad-centered’ and ‘skill-centered’ revealed a statistically significant influence while ‘value-centered’ showed no effect. The above results confirm that in addition to the systematic operation of a business, it is important to make consumers feel respected through affective hospitality from the perspective of employee reliability and to be active in giving advice during consultation to increase their revisit intention.