This study was conducted to verify the moderating effect of switching costs on the effect on hair salon service scape on revisit intention. The subjects of this study were 1,380 beauty salon customers, and data were collected through self-response questionnaires on service scape, switching costs and revisit intention. The research methods are as follows. First, frequency analysis was performed to examine the general characteristics of the study subjects. Second, reliability was verified by calculating reliability coefficients of service scape, revisit intention and conversion cost. Third, correlation analysis was conducted to examine the relationship between service scape, revisit intention and conversion cost. Fourth, multiple regression analysis was conducted to examine the effect of service scape and conversion costs on revisit intention. Finally, hierarchical regression analysis was conducted to verify the moderating effect of conversion costs in the effect of service scape on revisit intention. The results of this study were as follows. First, a significant positive correlation was found between service scape, switching costs, and revisit intention. Second, service scape and switching costs had a significant positive effect on revisit intention. Third, in the effect of service scape on revisit intention, switching costs showed a moderating effect. Based on the results of this study, ways to increase the revisit intention of hair salon customers were discussed.
This study was conducted to verify the mediating effect of cognitive and emotional responses in the effect of hair salon service quality on customer's revisit intention. The subjects of this study were 482 hair salon customers, and data were collected through self-response questionnaire on service quality, revisit intention, and cognitive and emotional responses. The results of this study are as follows. First, there was a significant positive correlation between service quality, revisit intention, and cognitive and emotional responses. Second, technical quality and interaction quality of service quality had a significant positive effect on revisit intention. Third, the mediating effect of cognitive response was verified in the relationship between service quality and revisit intention. Fourth, there was a mediating effect of emotional response in the relationship between service quality and revisit intention. Based on the results of this study, a plan to increase the revisit intention of hair salon customers was discussed.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.