헤어 미용실 서비스의 단계별 실패와 불평 행동이 고객 재방문 의도에 미치는 영향
Effect of Service Delivery Process Failure and Complaint Behavior on Customer Revisit Intention in Hair Salons
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Beauty service industry, unlike other industries, requires management at all touch points of customer contact from start to finish. This is because in this industry, the contact time with the clients is long and the customers are the main agents in the processes of the service. The current study aimed to investigate the relationships between service delivery process failure, complaint behavior, and revisit intention in hair salons. A survey was conducted using questionnaires via both online and offline among hair salon's female clients in their 20s and 40s. The main results obtained are as follows. First, the higher the chances of failure in hair consultation, customer service, and payment and exiting, the lower the intention to revisit. The faster the direct and word-of-mouth responses to customers, the lower the intention to revisit. The mean values of the variables of the sub-items of the overall service delivery process failure and complaint behavior were higher for women in the 40’s age group than those in the 20s’age group. The female clients in their 20’s appeared to have relatively higher intention to revisit compared to the women in their 40’s. The middle-aged women’s perception on related services was presumed to be more sensitive and thought to influence the revisit intention. Although immediate responses to complaint behavior is warranted, the above findings indicated that preventing client’s complaint behavior in advance is all the more important and thorough consideration and client observation in the service delivery process is critical. To this end, client communications need to be included in the service education manuals provided to the employees. Although hairdressing skills are essential, hairdressers need to minimize mistakes in each stage of hair consultation, customer services, and customer’s path in MOT during payment and exiting
Abstract
Beauty service industry, unlike other industries, requires management at all touch points of customer contact from start to finish. This is because in this industry, the contact time with the clients is long and the customers are the main agents in the processes of the service. The current study aimed to investigate the relationships between service delivery process failure, complaint behavior, and revisit intention in hair salons. A survey was conducted using questionnaires via both online and offline among hair salon's female clients in their 20s and 40s. The main results obtained are as follows. First, the higher the chances of failure in hair consultation, customer service, and payment and exiting, the lower the intention to revisit. The faster the direct and word-of-mouth responses to customers, the lower the intention to revisit. The mean values of the variables of the sub-items of the overall service delivery process failure and complaint behavior were higher for women in the 40’s age group than those in the 20s’age group. The female clients in their 20’s appeared to have relatively higher intention to revisit compared to the women in their 40’s. The middle-aged women’s perception on related services was presumed to be more sensitive and thought to influence the revisit intention. Although immediate responses to complaint behavior is warranted, the above findings indicated that preventing client’s complaint behavior in advance is all the more important and thorough consideration and client observation in the service delivery process is critical. To this end, client communications need to be included in the service education manuals provided to the employees. Although hairdressing skills are essential, hairdressers need to minimize mistakes in each stage of hair consultation, customer services, and customer’s path in MOT during payment and exiting
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