미용실 소비가치가 헤어디자이너 신뢰와 고객 만족에 미치는 영향

Abstract

Recently, the Republic of Korea has experienced dramatic improvements in the quality of life as well as in politics, economics and society after rapid economic growth. At the same time, people have become more affluent and increased consumption to improve the quality of life. With increase in narcissistic propensity, in addition, people’s interest in their appearance has further grown. As a result, they have shown more interest in effective beauty consumption. For analysis, a self-administered questionnaire survey was performed against beauty salon customers in Bundang, Gyeonggi-do and Seoul. A total of 675 copies were used for final analysis. The collected data were analyzed, using SPSS 22.0, and the results found the followings: With regard to the effects of beauty salon consumption values on customer satisfaction, as functional and emotional values increased, hairstylist satisfaction, price satisfaction, service satisfaction and treatment satisfaction all improved. However, social values revealed a negative influence on hairstylist satisfaction and service satisfaction while having no effect on price satisfaction and facility satisfaction. In other words, through the treatment, customers felt special and relieved stress. In addition, they trusted hairstylists through a solid relationship with beauty salon employees and were satisfied with their skills and services and service charges. Therefore, beauty salons are required to provide services which make customers feel special and comfortable with decent interior and spaces to increase their revisit intentions and satisfaction. This study examined the influence of beauty salon consumption values on hairstylist trust and customer satisfaction and analyzed such consumption value factors and hairstylist trust factors to provide empirical data needed to increase customer satisfaction and revisit occurrences.