코로나 19이후 미용실 서비스품질이 고객의 감정반응 및 행동의도에 미치는 영향

This study was conducted through an empirical analysis to investigate the effect of hair salon service quality on customers’ emotional responses and behavioral intentions after COVID-19. The subjects of the survey are consumers in their 20s or older people who have used large hair salons after COVID-19 in Seoul, and the survey period is from April 20, 2022 to May 20, 2022, through an online self-filling questionnaire and final 349 copies. Multiple regression analysis was performed using the SPSS 21.0 program. As a result, 4 factors were derived for the quality of hair salon service after COVID-19: reliability, empathy, responsiveness, and tangibility. The customer’s emotional response was derived from two factors, positive emotion and negative emotion. In addition, the customer’s behavioral intention was derived as a single factor. The subjects responded that the higher the reliability, empathy, and responsiveness factors for the service quality of hair shop, the higher the positive emotion. In case of he service quality of hair shop, the subjects responded that the higher the tangible factor, the higher the negative emotion. It was confirmed that the service quality of hair shop could have a positive influence on behavioral intention in the reliability, empathy, and tangible factors, and it was confirmed that the responsiveness factor negatively affected the behavioral intention. As for the emotional response, the behavioral intention was proportional to the positive emotional factor while it was to inversely proportional to the negative emotional factor. Taken together, this study about the social change focused on a large beaut salon after COVID-19 could be meaningful, and it might also serve useful data against another pandemic in the future.