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

The Effect on the trustworthiness of the beauty salon staff who are recognized by salon customers who visit Beauty Shops operating in two or more cosmetic Sectors

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.