헤어미용서비스 종사자의 라포형성 행동과 신뢰, 고객만족도, 재방문의도 간 영향관계 연구

Abstract

In the current beauty service industry, the importance of building a rapport has emerged as a critical factor to mitigate risks associated with transactions and to sustain smooth business relationships. In hair beauty service workers, we aim to analyze the effects of two subtypes of rapport behavior -surface behavior and bonding behavior— on trust, customer satisfaction, and frequency of revisits. Our research focused on participants within the age range of 20 to 60 residing in the Seoul/Gyeonggi and Daegu/Gyeongbuk areas. We gathered responses through both the digital and the traditional survey methods. Among the aggregate responses, 270 were classified as valid and subsequently employed for conclusive analysis. We found a positive correlation between building a rapport in hair care service workers and trust, customer satisfaction as well as frequency of customer revisits. Findings from our study highlight the strategic importance of building a rapport to foster positive relationships with customers within the beauty industry.