피부미용샵의 라포형성행동이 관계품질에 미치는 영향

Beauty care services are predominantly intangible assets that heavily rely on customers’ subjective assessments. These services necessitate human interaction and require high degrees of customer participation and engagement, highlighting the need for proactive customer and staff management systems. This study investigates the influence of rapport-building behaviors among beauty care professionals on relationship quality. It also seeks to identify critical sub-factors of such behaviors. The goal is to contribute to the effective management of beauty care salons by fostering positive rapport-building behaviors and enhancing relationship quality between service providers and customers. Data were collected from 507 customers frequenting beauty care salons in the Busan-Ulsan Metropolitan Area and Gyeongsangnam-do between January 10 and March 11, 2023. Analysis of the collected data was performed using SPSS/win 25.0 software, with frequency analysis, exploratory factor analysis, reliability analysis (Cronbach’s α coefficient calculation), and multiple regression analysis. The study primarily focuses on the theoretical background related to rapport-building behavior and relationship quality, along with the research design and corresponding analyses. Among the sub-factors of rapport-building behaviors, it was found that polite behavior, information sharing, and attentiveness are the most crucial. Consequently, beauty care salon professionals should strive to enhance these behaviors, recognizing their significance in effective salon operations and policy-making.