인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
The purpose of this study is to investigate the structural relations among the variables of personal social services, customer value, customer trust and positive emotion, which were chosen as the variables that affect customers' intention to revisit the salon. We conducted a questionnaire survey from August 18th to August 25th, targeting 891 women in their 20s to 50s who had experienced hairdressing services over the past 6 months. The data were analysed using SPSS 23.0 and AMOS 24.0 and the results are as follows: First, personal social services, customer trust, and positive emotions directly affected customers' revisit intention in the hair salon. Second, personal social services, customer value, and customer trust of hair salons directly affected the positive emotions. Third, personal social services and customer value of hair salons had a direct effect on the customer trust. Accordingly, in order to increase customers' revisit intention, it is necessary to enhance customer trust. and, in turn, customer value should be raised to increase customer trust. First, the hairdresser should form a personal bond with a customer so that the customer has his or her hair done by the hairdresser with trust. And the hairdresser should provide the consistent hair services that make the customer trust the service-giver. Additionally, the hairdresser should make sure that customer trust comes from the hairdressing technology, try to keep up with the development of technology and technical expertise, and show professionalism and friendliness in the hairdressing service process. It is also necessary to create sustainable management performance by conducting different customer operations and services by using marketing strategies that can maintain loyal customers with trust.
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목차
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