The Effect of Nonverbal Communication of Hair Designer on Customer Satisfaction and Revisit: For Middle-aged People aged 40 to 64 years of age

Abstract

This study aims to contribute to the growth of the hair beauty industry by studying the effect of non-verbal communication of hair designers on the intention to revisit hair salons and presenting a smooth communication environment with middle-aged customers. 380 copies of this study were used as the final analysis of the self-populated questionnaire. As a result of analyzing the effect of hair designer's non-verbal communication on customer satisfaction and salon revisit intention using frequency analysis and regression analysis by statistical program SPSS 22.0, non-verbal communication, such as the neat appearance of the designer, the cleanliness of the atmosphere inside the salon, and clear language delivery, has increased customer satisfaction in terms of professionalism, spatiality, and usability. Also, it had a significant effect on intention to word-of-mouth and the intention to reuse the hair salon. It is hoped that this study can be used as a basis for informing the importance of non-verbal communication between designers and middle-aged customers and as aprior research material that has a good effect on subsequent studies.