earticle

영어

This study aimed to explore how systematic services in esthetic salons influence customer loyalty and revisit intention, offering valuable insights for marketing and customer management in the industry. A survey was conducted among 260 individuals with prior experience at esthetic salons in Gwangju Metropolitan City, with data collected via online survey links shared through messenger and text messages. The analysis, performed using SPSS 25.0, revealed the following key findings: Factors such as appointment systems, additional services, waiting times, and pricing policies positively impact customer loyalty. These elements also significantly influence revisit intention, with the convenience of appointment scheduling and the availability of additional services playing particularly important roles. Additionally, the study found that higher customer loyalty increases the likelihood of repeat visits. These findings suggest that aesthetic salon owners can improve customer retention and loyalty by implementing well-structured service systems and effective management strategies. Strengthening these aspects can enhance salon competitiveness and provide practical strategies for long-term customer engagement.

중국어

本研究通过实证分析皮肤美容院的系统性服务对顾客忠诚度及再访意愿的影响,旨在 为皮肤美容行业的营销及客户管理提供基础数据.研究对象为光州广域市曾体验过皮肤美容 院服务的260名顾客,调查方法通过问卷链接(URL)结合即时通讯和短信进行,数据分析采 用SPSS v.25.0统计软件.研究结果表明,系统性服务的子因素——预约, 附加服务, 等待时 间及价格政策对提升顾客忠诚度具有积极影响.此外,这些因素对顾客的再访意愿也产生了 显著作用,其中预约系统的便利性和附加服务的提供尤为重要.同时,顾客忠诚度越高,再 访意愿也越强.本研究提示,皮肤美容院经营者可通过构建系统性服务并制定有效的管理策略, 以增强顾客忠诚度并提高再访率,从而提升行业竞争力并为持续吸引顾客提供实用策略.