Abstract
This study aims to improve the service quality of beauty shops by identifying the causal relationship between store attributes, relationship quality, and revisit intention of hair beauty shops, and to contribute to strengthening marketing strategies for customer satisfaction management and increasing sales. To analyze the survey data, a survey was conducted targeting customers who used hair beauty shops located in Gwangju Metropolitan City, and 263 copies were used in the final analysis. As a result of analyzing the collected data using the SPSS 25.0 statistical package program, it was found that service expertise, price, store atmosphere, and sales promotion of hair and beauty shop store attributes had a significant impact on customer satisfaction, and the service of store attributes was found to have a significant impact on customer satisfaction. Professionalism, price, and store location convenience were found to have a significant impact on immersion, trust, and revisit intention. Additionally, customer satisfaction, trust, and commitment in relationship quality were found to have a significant impact on revisit intention. As a result of the above results, it can be seen that hair beauty shop customers are influenced by relationship quality and revisit intention through factors such as service expertise, price, and store location convenience. Based on these results, the hair beauty shop is strengthening its service expertise. It requires efforts for self-development and service quality, and suggests management and marketing strategies that can increase customer satisfaction by setting appropriate prices.
Publisher
Korean Society of Cosmetology