The Effect of the Use Satisfaction of Senior Using Beauty Stores on the Intention to Revisit

Abstract

This study aims to provide basic data for establishing the marketing strategy of beauty store targeting the seniors by examining the effect of use satisfaction on revisit intention. This self-administered survey was conducted form May 25th and August 10th 2023. The subjects were 795 seniors (347 males and 448 females) aged over 50 years of age who use beauty stores were used as final analysis. We used SPSS 26.0 for statistical analysis including chi-square test, independent t-test, correlation test and regression analysis. In total subjects, 81.5% were married and 60.4% were subjects with earned income. 42.1% of the total subjects were satisfied with the beauty store they are currently using. As the most satisfying part of the beauty store, 35.0% of total subject were ‘accessibility of a store’ and ‘the professionalism of employees’ followed by 23.0%, and female were significantly more satisfied with employee expertise than male (p<.05). 57.4% of total subjects were willing to revisit the beauty store, followed by ‘the professionalism of employees’ with 26.9% and ‘accessibility of a store’ with 25.9% as the most important factor in the intention to revisit the beauty store. Customer satisfaction using beauty store had a significant positive relationship with revisit intention (p<.05). After adjustment of confounders, customer satisfaction had a significant positive effect on revisit intention (p<.05). The results suggest that measures to enhance the satisfaction of beauty store are urgently required for seniors, and it is expected to improve revisit intention.