K-의료미용 여성 고객의 감정반응이 재방문의도에 미치는 영향

The Impact of Female Customers' Emotional Responses on Revisit Intention in K-Medical Aesthetic Services

This study analyzes the impact of emotional responses among female customers who have experienced K-medical aesthetic services on their intention to revisit. The K-medical aesthetic industry has recently been growing rapidly, driven by technological advancement, diversifying consumer demands, the Korean Wave (Hallyu), and government policies. With this growth, the importance of customer experience and emotional satisfaction has become increasingly prominent. An online survey was conducted with female customers who used K-medical aesthetic services, collecting data from 291 participants. Descriptive statistical analysis was performed using SPSS 29.0. The results confirm that positive emotional responses from female customers have a significant positive effect on their intention to revisit. This suggests that not only treatment outcomes, but also overall emotional experiences, play an important role in determining customers’ willingness to return. Therefore, medical aesthetic institutions and service providers should carefully manage the emotional experiences of their clients and strengthen personalized service strategies that foster positive emotions. This study is limited to female customers in Korea, and service standardization and quality variations present additional limitations. Future research should include a wider range of regions, ages, and service types, including global customers.