Moderating Effect of Switching Costs between Hair Salon Service Scape and Revisit Intention

Abstract

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.