The Effects of Estheticians` Communication Styles on Customer Satisfaction

Lee , Hae-young; Jung, Yeon-ja

Journal of the Korean Society of Cosmetology 2017;23(2):276-288.
Published online April 30, 2017.

피부관리사의 커뮤니케이션 스타일이 고객만족에 미치는 영향

이해영, 정연자

The Effects of Estheticians` Communication Styles on Customer Satisfaction

Hae-young Lee , Yeon-ja Jung

Abstract

This study is empirically intended to look into the effects of estheticians` communication styles on customer satisfaction. To achieve this, a survey was carried out to 164 customers in skin care shops. The findings showed that communication styles of collaboration, trust and consideration have a positive effect on customer satisfaction. For the control style, most customers disliked and had a negative reaction. Revisit customers preferred the trust type, which they were highly negative toward the expertise, direction and control styles for estheticians` service skills. And they preferred collaboration through sufficient communication with customers and consideration through mutual trust, and the style that leads the skin care service for them. This means that mutual bilateral communication with customers through trust and collaboration beyond estheticians` unilateral services can lead to customer revisit by maximizing customer satisfaction. Consequently, it is possible to maintain the continuous relationship between customers.

Key Words: Communication Style, Customer Satisfaction, Esthetician, Revisit Intention