The Impact of Semi-permanent Makeup Services on Customer Satisfaction and Intent to Recommend to Others

Abstract

Semi-permanent makeup has become increasingly popular in Korea, driven by changing beauty standards and the desire for convenience. Although there is growing information about the semi-permanent makeup in terms of industry, little is known about factors which may influence customer satisfaction and recommendation to others. The aim of this inquiry was to determine the factors to influence the satisfaction and intention to recommendation of customers as received by semi-permanent makeup services. A questionaire was used to survey persons with 174 customers in years 20s and 40s across Korea. These individuals were then requested to complete a questionnaire which asked them to state for satisfaction. As a result, we found that the artist's technique and the hygiene and environmental factors which surrounding the service shop are influencing factors relative to customer satisfaction. Customer satisfaction is also reflected through various interactions with customers. These results showed that customer satisfaction had a positive effect on the intention to recommend semi-permanent makeup. Additionally, we also verified various factors that constitute semi-permanent makeup services to assess their complete or partial impact on customer satisfaction and likelihood of recommendation. As with any beauty service, success in the semi-permanent makeup industry relies on skill, professionalism, and a commitment to client satisfaction. Such information might be considered when opening a store and devising a business strategy. These findings also serve as the foundation for generating hypotheses in future analytical investigations.