The Effect of Hair Salon Service Quality and Cognitive and Emotional Responses on Revisit Intention

This study was conducted to verify the mediating effect of cognitive and emotional responses in the effect of hair salon service quality on customer's revisit intention. The subjects of this study were 482 hair salon customers, and data were collected through self-response questionnaire on service quality, revisit intention, and cognitive and emotional responses. The results of this study are as follows. First, there was a significant positive correlation between service quality, revisit intention, and cognitive and emotional responses. Second, technical quality and interaction quality of service quality had a significant positive effect on revisit intention. Third, the mediating effect of cognitive response was verified in the relationship between service quality and revisit intention. Fourth, there was a mediating effect of emotional response in the relationship between service quality and revisit intention. Based on the results of this study, a plan to increase the revisit intention of hair salon customers was discussed.

Mediating Effect of Perceived Value on the Relationship between Brand Image and Customer Loyalty of Hair Salon

Purpose: This study emphasizes brand image and perceived value by examining and identifying the mediating effect of the relationship between hair salons’ brand images, perceived value, and customer loyalty. It aims to enhance the competitiveness of hair salon brands by providing the basic data necessary for the development and improvement of sales in professional hair salons.Methods: This study performed frequency analysis, reliability analysis, factor analysis, regression analysis, and mediation regression analysis, using SPSS 22.0 for 534 copies of data collected through questionnaires for adult men and women using hair salons.Results: The study results show that brand image significantly affected the perceived value and customer loyalty. Additionally, the perceived value significantly affected customer loyalty and partially mediated the relationship between brand image and customer loyalty.Conclusion: It is necessary to market factors with positive brand image effects for a hair salon, and customers should feel satisfied and unburdened. Additionally, to increase the salon’s value, suitable unit prices for technology and services should be set instead of higher unit prices.

Effect of Risk Perception on the Prevention of Beauty Salon by COVID-19 Related Customers on the Avoidance of Hair Salon and the Form of Preferred Hair Salon

The purpose of this study is to find out the impact of COVID-19 customer-oriented hair salon quarantine measures on the risk perception and preferred hair salon types, and to establish quarantine measures for each hair salon type. As a research method, self-administered questionnaire and the collected 427 were analyzed by using SPSS24.0. and structural equation modeling was performed on the result by using frequency analysis exploratory factor analysis, reliability analysis, and multiple regression analysis. As a result, the effect of preventive measures on the risk perception of visiting hair salons is that, first, spatial risk perception factors affect the definition of air quarantine, personal quarantine, and personnel control factors affect the higher the risk factor. As a result of examining the impact of hair salon quarantine measures on preferred hair salon types, first, small preference factors affect the definition of air quarantine, personnel control factors, and second, large and brand preference factors increase with higher preference for personnel control and air quarantine factors. In conclusion, through the results of this study, it is necessary to prepare improvements to various hair salon quarantine measures to reduce the risk of customers entering Hair Salon and to ensure smooth inflow of each salon.