This study attempted to investigate the relationships of black consumer behavior perceived by hair specialists with emotional dissonance, self-esteem and turnover intention. For this, a questionnaire survey was performed against a total of 404 hairdressers from across the country as of 2022. The collected data were analyzed by frequency analysis, factor analysis, correlation analysis and structural equation modeling (SEM), and the results found the followings: First, concerning correlations between black consumer behavior perception factors and emotional dissonance, ‘aberrant behavior’, ‘authoritarian behavior’ and ‘deceitful behavior’ had a positive correlation with ‘acting emotion’ and ‘affective conflict’ with statistical significance. They also revealed a positive relation with turnover intention. However, no statistically significant correlation was found between black consumer and self-esteem. Second, according to hypothesis testing, Hypothesis 1 was supported because hair specialists’ perception of black consumer behavior showed a positive effect on emotional dissonance. Hypothesis 2 was rejected because hair specialists’ perception of black consumer behavior had no influence on self-esteem. Hypothesis 3 was accepted because hair specialists’ perception of black consumer behavior revealed a positive effect on turnover intention. Hypothesis 4 was rejected because hair specialists’ emotional dissonance had no influence on self-esteem. Lastly, Hypothesis 5 was adopted because hair specialists’ emotional dissonance showed a positive effect on turnover intention. It is anticipated that the above results would suggest a future direction for interactions between hairdressers and consumers.
Hairbeauty industry is a field which is highly dependent upon human services. This study attempted to investigate the influence of the quality of hairdressing services on switching costs and customer loyalty to help beauty salons overcome current crisis by preventing customer churn. For this purpose, this study collected and analyzed 338 questionnaire data from experienced men and women who visited hair salons in Gwangju. The questionnaire survey was performed with the following measuring tools by referring to previous studies: ‘reliability’, ‘professionalism’, ‘authenticity’, ‘switching costs’, ‘cognitive loyalty’, ‘affective loyalty’. The collected data were analyzed by multiple regression analysis, using SPSS 26.0, and the results found the followings: First, ‘reliability’, ‘professionalism’ and ‘authenticity’ had a positive influence on ‘switching costs’ with statistical significance. Second, ‘reliability’, ‘professionalism’ and ‘authenticity’ revealed a positive effect on ‘cognitive loyalty’ with statistical significance. Third, ‘reliability’, ‘professionalism’ and ‘authenticity’ showed a positive influence on ‘affective loyalty’ with statistical significance. Fourth, ‘switching costs’ had a positive effect on ‘cognitive loyalty’ with statistical significance. Fifth, ‘switching costs’ revealed a positive influence on ‘affective loyalty’ with statistical significance. The above results confirm that switching costs are recognized by the quality of services and that high switching costs enhance customer loyalty. Therefore, there is a need to create and supplement new services compared to other hair salons such as development of service manuals suitable for hair salons and efforts to maintain good relationships. With differentiated switching costs, it would be possible to enhance customer loyalty by reducing customer churn, anticipating creation of new consumers. significant influence was observed in ‘personnel’, ‘reward’ and ‘business factor’ (p<.001). In predicting social cognitive factors, ‘personnel’, ‘reward’ and ‘business factor’ demonstrated the explanatory power of 11.4%.
This study attempted to verify construct validity through in-depth analysis on hair service experts’ enjoyment factors. For this, an open-ended questionnaire survey and an interview were performed with 225 people in Seoul and Jeju in 2021. Due to COVID-19, for those who preferred untact communication, data were collected through online channels (Google forms, email). The integrity and validity of the collected data were secured, In hair service experts’ enjoyment factors, inductive analysis with an experts meeting group were conducted according to similarity and communality. The results were categorized into three parts: raw materials, specific zone and general zone. Then, the results found the followings: Hair service experts’ enjoyment factors were divided into 5 general categories (i) pursuit of hairstyles, ii) social recognition, iii) perception of competence, iv) commitment, v) interpersonal relationship), 11 specific sectors and 746 different raw materials. It is anticipated that based on the study results, measuring instruments on hair service enjoyment factors would accelerate academic inflow, and extensive research outcomes with diverse socio-psychological variables would be realized.
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