20～30대 헤어샵 고객의 소비성향이 관계신뢰와 관계유지에 미치는 영향

In modern times, the importance of image has grown, leading to an increased interest in hairstyles. In particular, individuals in their 20s and 30s consider hairstyles to be important, and hair salon professionals strive to provide tailored services by understanding customers’ needs and preferences regarding their appearance. These efforts by hair salons are related to the formation of long-term relationships with customers. Therefore, this study aimed to investigate the relationship trust and maintenance based on the consumer behavior of individuals in their 20s and 30s. The survey was conducted through face-to-face interviews from February 1st to March 15th, 2023, targeting individuals in their 20s and 30s who use hair salons. A total of 255 participants were included, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed using the SPSS 25.0 statistical package. The research findings indicated that as the store loyalty and brand pursuit of customers in their 20s and 30s increased, the time-saving and impulse buying behaviors decreased, showing a positive impact on relationship trust. Furthermore, as the store loyalty, brand pursuit, and trend-oriented behaviors of hair salon customers in their 20s and 30s increased, a positive influence on relationship maintenance was observed. Conversely, as impulse buying behavior decreased, it showed a positive impact on intention to revisit and loyalty. Similarly, as time-saving behavior decreased, it had a positive effect on loyalty. Therefore, hair salons need to establish their brand identity, provide a solid customer-tailored service manual, and execute various marketing strategies to enhance their brand image. Additionally, by offering responsible and solid customer-tailored service manuals such as personalized marketing and one-on-one services, hair salons can foster and maintain steady relationships with customers.