프랜차이즈 헤어살롱 ‘제오헤어’의 환경적 요인, 심볼 내러티브, 브랜드 이미지, 재방문 및 추천 의도의 관계

Franchise hair salon XEO Hair, environmental factors, symbol narrative, brand image, Relationship between revisit of recommendation intention

This study investigated the effects of environmental factors, symbolic narrative, brand image, revisit and recommendation intention of hair salon Zeo Hair. To this end, a self-administered questionnaire was distributed to Zeo Hair customers in Seoul and Gyeonggi Province. For data collection, a total of 350 questionnaires were distributed and collected. As a result of the final analysis of 298 copies excluding 22 defective cases, the higher the reliability of the beauty salon, the higher the customer satisfaction. The study results are as follows. First, as a result of examining the demographic characteristics, women in their twenties had the most. Marriage was the most unmarried, education was the most, and the average monthly income was between 1 million won and less than 3 million won. Second, it was found that there was no problem in the reliability verification of environmental factors, symbolic narrative, brand image, revisit and recommendation intention, and environmental factors were derived from two sub-factors of emotional preference and visual preference, As a result of examining the effect of symbol narrative on brand image, it was found that external image, a sub-factor of brand image, significantly affects emotional preference and visual preference factors. As the convenience, aesthetics, and appropriateness increased, the external image and revisit recommendation intention also increased. Based on the above results, it is expected that hair salons will be able to improve the environment, increase customer satisfaction, and increase the revisit rate, thereby promoting the growth of the hair salon market.