두피관리 고객경험에 따른 고객가치, 고객만족도 및 재방문의도 간의 영향관계 연구

Abstract

Our study explores the impact of different customer experience factors in scalp care services - such as behavioral or relational, emotional, cognitive, and sensory experiences - on customer value, satisfaction, and the intent to revisit . Through this, we aim to provide useful data to managers and marketers in the scalp care service industry to establish customer-centered service strategies and marketing strategies. Our findings will suggest ways to reinforce the industry's competitiveness and to maximize customer satisfaction. We conducted a survey on 464 adults aged between 20 to 60 years in Daegu and Gyeongsangbuk-do, who received scalp care services. We analyzed the collected data using SPSS 26.0. In scalp care services, a statistically significant correlation was observed between customer experience, customer value, customer satisfaction, and the intent to revisit. The customer experience of scalp care had a significant impact on customer value and customer satisfaction as well as the intent to revisit. The customer value in scalp care services had a significant impact on customer satisfaction, ie, as customer value increased, so did customer satisfaction. Likewise, the satisfaction of customers with scalp care services had a significant impact on the intent to revisit. The higher the customer satisfaction, the greater the likelihood of the intent to revisit. Customer value in scalp care services was also shown to significantly influence the intent to revisit, ie, as customer value increased, the likelihood of revisiting also increased. Our results suggest that it is important to improve the customer experience in scalp care services to enhance customer satisfaction and to foster long-term loyalty. We expect these insights will help develop strategies that focus on boosting customer value and satisfaction.