헤어숍의 모바일 App 및 SNS 정보가 고객만족도 및 재사용 의도에 미치는 영향

This study examines the effects of mobile apps and SNS information of hair shops on customer satisfaction and reuse intention. The purpose is to help effective marketing strategies not only for hair shops but also for companies, businesses, and academies related to the beauty industry. The study selected domestic consumers who have experience using hair shops through mobile apps and SNS information as the research subjects and conducted a self-administered questionnaire from July 1, 2024 to July 30, 2024, and a total of 186 copies were used as the final data. SPSS 21.0, a statistical package program, was used to verify the hypotheses set in this study. The results of the analysis are as follows. It was found that the sub-factors of mobile apps and SNS information, such as convenience of access, interactivity, speed, and diversity, had a positive effect on customer satisfaction and reuse intention. In addition, it was confirmed that as customer satisfaction increased, it had a positive (+) effect on reuse intention. The research results show that hair salon-related companies, businesses, and academies need to develop mobile apps that are easily accessible to all age groups, conduct marketing using SNS information, and conduct continuous promotion through mobile apps. In addition, in order to lead to customer satisfaction, it seems necessary to develop mobile apps or SNS information for easy searching and for readability. Although this study targeted all age groups, the sample size was concentrated in those in their 10s and 20s. Therefore, in future studies, if the research is conducted targeting those in their 20s and 30s who have high utilization value for mobile apps and SNS information, and the MZ generation who are capable of handling various mobile devices, more meaningful results will be derived.