earticle

영어

This study attempted to investigate the influence of hairstylists’ professional profile and treatment satisfaction on revisit intention against Korean female customers. The goal is to make a contribution to the development of marketing strategies from the perspectives of hairstylist & beauty-related corporate branding and customer preferences. For this, a questionnaire survey was performed against beauty salon customers. A total of 514 copies were used for final analysis. The collected data were analyzed by frequency analysis, factor analysis, reliability analysis and regression analysis, using SPSS 22.0, and the results found the followings: First, as hairstylists’ career stated in their profile was more impressive, the number of followers or subscribers was higher, their hair salon was more popular, or customer satisfaction was greater, customers were more willing to visit again. Second, as customers were more satisfied with the services emotionally or technically, their revisit intention increased. The above results show that from a micro standpoint, the study results would be helpful for self-branding through the formation of a professional profile. From a macro viewpoint, it is anticipated that the study results would help businesses develop strategies to attract new customers and make more loyal customers through effective marketing.

중국어

本研究以韩国女性为对象, 调查了在选择美容服务时, 发型师的专业简历和服务满意度对复 访意向的影响程度, 旨在于旨在从发型师和美容相关企业的品牌定位和顾客偏好的角度为营 销战略的制定做出贡献. 本研究以光顾美发店的女性为研究对象收集了调查问卷, 并用SPSS 22.0对514份问卷进行了频率分析, 因素分析, 可信度分析, 回归分析, 分析结果为如下 : 第 一, 简历上的发型师经历越丰富, 粉丝/订阅者越多, 设计师所在的美发店品牌越有名, 服务 评价的满意度越高, 复访意向也就越高. 第二, 顾客访问美发店后感受到的情感和技术满意 度越高, 复访的意愿也越高. 通过本研究结果可以推断, 微观上, 发型师可通过专业简历的 形成进行自我品牌推广, 宏观上, 企业可从顾客偏好角度出发, 通过有效营销, 为新顾客的 涌入和树立忠诚顾客的战略做出贡献.