헤어 디자이너의 전문적 프로필과 시술 만족도가 여성 소비자의 재방문 의사에 미치는 영향 (The Influence of Hairstylists' Professional Profile and Treatment Satisfaction on Revisit Intention against Korean female customers.)

서지정보

· 발행기관 : 국제보건미용학회
· 수록지 정보 : 국제보건미용학회지 / 17권 / 2호 / 120 ~ 128페이지
· 저자명 : 이소정, 염효선, 박은준

초록

This study attempted to investigate the influence of hairstylists’ professional profile and treatment satisfaction on revisit intention against Korean female customers. The goal is to make a contribution to the development of marketing strategies from the perspectives of hairstylist & beauty-related corporate branding and customer preferences. For this, a questionnaire survey was performed against beauty salon customers. A total of 514 copies were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and regression analysis, using SPSS 22.0, and the results found the followings: First, as hairstylists’ career stated in their profile was more impressive, the number of followers or subscribers was higher, their hair salon was more popular, or customer satisfaction was greater, customers were more willing to visit again. Second, as customers were more satisfied with the services emotionally or technically, their revisit intention increased. The above results show that from a micro standpoint, the study results would be helpful for self-branding through the formation of a professional profile. From a macro viewpoint, it is anticipated that the study results would help businesses develop strategies to attract new customers and make more loyal customers through effective marketing.

영어초록

This study attempted to investigate the influence of hairstylists’ professional profile and treatment satisfaction on revisit intention against Korean female customers. The goal is to make a contribution to the development of marketing strategies from the perspectives of hairstylist & beauty-related corporate branding and customer preferences. For this, a questionnaire survey was performed against beauty salon customers. A total of 514 copies were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and regression analysis, using SPSS 22.0, and the results found the followings: First, as hairstylists’ career stated in their profile was more impressive, the number of followers or subscribers was higher, their hair salon was more popular, or customer satisfaction was greater, customers were more willing to visit again. Second, as customers were more satisfied with the services emotionally or technically, their revisit intention increased. The above results show that from a micro standpoint, the study results would be helpful for self-branding through the formation of a professional profile. From a macro viewpoint, it is anticipated that the study results would help businesses develop strategies to attract new customers and make more loyal customers through effective marketing.

참고자료

· 없음