미용실의 서비스 인카운터 품질이 고객 감정반응과 행동의도에 미치는 영향

The Impact of Service Encounter Quality in Hair Salons on Customer Emotional Responses and Behavioral Intentions

This study examined the impact of service encounter quality in hair salons on customer emotional responses and behavioral intentions. 294 adults aged 20-50 from Busan and Gyeongsangnam-do participated in an offline survey, and the data were analyzed using SPSS 25.0. The findings are as follows: First, higher physical, outcome, and interaction levels in service encounters significantly enhanced customers’ positive emotional responses. Conversely, lower outcome quality and interaction quality led to significant adverse emotional reactions. Second, higher outcomes, physical quality, and interaction quality were positively associated with customers’ intention to continue using the service. Additionally, physical and outcome quality positively influenced customers’ willingness to pay higher prices. Third, among customer emotional responses, positive emotions significantly increased both continued usage intention and willingness to pay a premium. On the other hand, negative emotions had a significant negative impact on continued usage intention. These findings suggest that service encounter quality plays a crucial role in shaping customer emotions, which, in turn, influences their behavioral intentions. Therefore, beauty industry professionals should prioritize improving service encounter quality and creating a more refined salon environment to enhance customer loyalty and encourage higher spending.