The Effect of Selection Factors on Customer Satisfaction in Hair Salons: Evidence from Customers with Different Enneagram Personality Types

The main purpose of this study is to investigate factors that affect the selection of and the satisfaction with hair salons and to examine the effect of the selection factors on the satisfaction factors by Enneagram personality types. In this study, the survey subjects were males and females in their 20s and 30s who lived in Seoul and Gyeonggi province. The most common Enneagram personality type was Type 2 (‘helper’). Reliability testing indicated that all included factors had αvalue greater than 0.6. There were 5 factors that affected the selection of hair salons and 3 factors that affected the satisfaction with hair salons. We used multiple regression analysis to examine the effect of the selection factors on the satisfaction factors by Enneagram personality types. The results indicated that the relation between the selection factors and the satisfaction factors depended on Enneagram personality type. Our results suggest that hair salons should plan their marketing strategies by considering the unique characteristics of their customers’ personalities.