How Hair Salon Consumer Experience Marketing Affects Reliability and Satisfaction

Abstract

This study validated the impact of hair salon consumer experience marketing on reliability and satisfaction. Based on these results, the purpose is to provide the basic materials necessary for customer marketing of hair salons. The survey method was aimed at consumers using salons mainly in Seoul and Bundang areas, self-contained questionnaire methods were used, and finally 573 questionnaires were used as analysis data. The collected data was analyzed using the program SPSS 22.0, and frequency analysis, factor analysis, reliability analysis, and regression analysis were used for analysis of the data. The results of the analysis are as follows: In the relationship between experience marketing and the impact of reliability, experience marketing showed a defining relationship to reliability. As a result of the impact of experience marketing factors on reliability, it is necessary to increase the confidence of technology, services, and prices, which are factors of reliability, in order to increase experience marketing of senses, emotions, perceptions, and relationships. However, in relation to the impact of experience marketing and satisfaction, experience marketing showed a defining relationship to satisfaction. It has been shown to affect satisfaction in the order of emotional, sensory, cognitive, and related experience factors.

The Effects on the Satisfaction and Behavioral Intention for Beauty Service Quality Risk Perception Factors of MZ Generation

“…통상적으로는 20대의 젊은 층을 표현하는 말로 사용되며 (Palfrey & Gasser, 2008), 또한 이들은 전 세계적으로 출생률이 감소하는 시기에 태어났으며, 영유아기부터 인터넷과 모바일, 소셜 미디어를 배경으로 성장했다는 점에서 디지털 세대라고 도 불린다 (Combi, 2015) (Moon & Song, 2015;Kim & Park, 2019;Jang & Ji, 2022).…”

Satisfaction with Service Quality and Re-treatment Intention according to Perception of Eyebrows and Motives for Semi-permanent Makeup Eyebrow Treatment

“…또한 서비스품질에 대한 연구는 다양한 분야에서 연구되었으며, 특히 Parasuraman et al(1985) (Song, 2008). 따라서 뷰티 분야에서 서비스품질에 대한 연구는 여러 학자들에 의해 지속적으로 연구되고 있다 (Moon & Song, 2015;Jeon, 2015;Kim & Park, 2019;Jang & Ji, 2022).…”