earticle

영어

This study intended to provide foundational data on the mediating effect of rapport in the relationship between hair salon servicescape, customer satisfaction, and revisit intention. The empirical study targeted male and female customers residing in Busan who received hair services between November 1, 2024, and January 7, 2025, with a final sample of 302 respondents. The main findings are as follows: First, the hair salon servicescape was found to have a significant positive effect on customer satisfaction. Second, the servicescape also demonstrated a significant positive effect on customers’ revisit intention. Third, rapport was identified as a significant mediator in the effect of servicescape on customer satisfaction. Fourth, rapport likewise served as a significant mediator in the effect of servicescape on revisit intention. Based on these findings, beauty service providers should implement regular emotional communication training for staff and programs aimed at strengthening relationship-oriented service capabilities. Additionally, to encourage customer revisits, tailored relationship-building strategies are recommended. Effective approaches may include providing individualized benefits based on customer visit history, operating regular feedback systems, and employing conversational techniques to foster closeness.

중국어

本研究旨在通过收集基础数据,探讨美发沙龙的服务场景对顾客满意度及复访意愿的 影响,以及这种影响在拉波效应形成中的中介作用.研究对象为居住在釜山地区􀕵2024年11 月1日至2025年1月7日期间在美发沙龙接受过美容服务的男女顾客,最终样本量为302人. 研究得出的主要分析结果如下.首先,研究显示美发店的服务场景对顾客满意度具有显著的 正向影响.其次,研究发现美发沙龙的服务场景对顾客的复访意愿具有显著的正向影响.第 三,在影响美发沙龙服务体验对顾客满意度的过程中,拉波效应被证实具有显著的中介作 用.第四,研究发现美发沙龙的服务场景对顾客复访意愿的影响中,拉波效应(Lapo效应) 发挥了显著的中介作用. 基于以上调研结果显示,美容服务机构需要为员工开展定期的情感沟通培训,并引入以客户 关系为核心的应对能力提升计划.同时,为有效提升客户复购率,还需制定个性化客户关系 培育策略.具体而言,可根据每位客户的使用记录提供专属优惠, 建立定期反馈机制, 运用 增进亲密感的对话技巧等,都是提升复购率的有效策略.