헤어미용 서비스 종사자의 이미지메이킹이 고객신뢰, 고객만족 및 고객충성도에 미치는 영향

This study proposed image making for hair beauty service workers as a method to create new customers and increase sales, and empirically analyzed the impact on customer trust, customer satisfaction, and customer loyalty. The subjects of the survey were male and female consumers aged 20 or older who had experience using hair beauty services. An online survey was conducted using the self-evaluation method from March 11 to April 30, 2024, and 407 copies were finally analyzed. As a result of the analysis, five factors were identified in the image making of hair beauty service workers: language, appearance, expression, behavior, and confidence. In the impact of image making on customer trust, expression, appearance, confidence, and language were found to have a significant impact on customer trust, and in the impact on customer satisfaction, language, appearance, and behavior of image making were found to have a significant impact. It was found that. In terms of the impact of image making on customer loyalty, the appearance, language, expression, and behavior of image making were found to have a significant impact on customer loyalty. Through this study, service workers must not only have professional technical skills to improve customer satisfaction, trust, and loyalty, but also create their own image to increase self-esteem and to satisfy customers through attractive images and production.