헤어디자이너 특성이 고객만족과 재방문의도에 미치는 영향

The purpose of this study is to explore ways to increase the professionalism and favorability of designers to increase customer satisfaction and revisit rates by empirically analyzing how the characteristics of hair designers, such as professionalism and favorability, affect customer satisfaction and revisit intention for customers visiting beauty salons. A preliminary survey was conducted from July 1 to July 8, 2024, and this survey was conducted until August 4, 2024, using a total of 317 copies as final analysis data. Factor analysis, reliability analysis, and multiplex return analysis were conducted on the collected questionnaire data through the SPSS 24.0 program. As a result of the study, two sub-factors of hair designer characteristics were expertise and favorability, and customer satisfaction and revisit intention were found to be a single factor. In addition, the higher the professionalism and favorability of the hair designer’s characteristics, the higher the customer satisfaction and revisit intention. Therefore, it is considered that efforts are needed to increase customer satisfaction and revisit intention by satisfying customers with professional skills and building a bond with customers with favorable and reliable words. In the future, it is expected that various studies will continue to identify trends that are the subject of consumption these days, including the reliability and service quality of hair designers, and to increase the impact of research on consumption propensity on customer satisfaction and revisit rates.