미용 종사자의 외적이미지가 지각된 서비스품질 및 신뢰도, 재방문에 미치는 영향

Due to rapid changes in the times, consumers’ interest and desire for beauty increases and beauty services are specialized and subdivided, so beauty workers must meet customer needs through technology and external aspects. In addition, the beauty industry is a representative face-to-face service, and research on external images should continue. Therefore, this study aims to maximize customer satisfaction and provide basic data to further develop the beauty industry by verifying the effect of hairdressers’ external images on service quality, trust, and revisit intention. This study used a total of 295 copies for general consumers as final analysis data. As a result of the analysis, first, the higher the sophisticated image and special image of beauty workers, the higher the satisfaction with the quality of service for beauty workers, and second, the more sophisticated and special images they pursue, the more trust they feel. Third, it was found that the higher the sophisticated image of beauty workers, the higher the continuous repurchase. It was found that the external image influenced the service quality, reliability, and revisit intention of customers. For customers, the satisfaction of the external image of the beauty worker has a positive effect on reliability and revisit, so it is believed that there should be support for designer’s appearance management or development of various programs in the salon. In future studies, it will be necessary to collect detailed data to generalize and derive systematic results, and if research on the effects of external images on beauty workers is conducted, various studies to improve the external image of beauty industry workers will continue.