The Effects of Service Authenticity on Customer Trust and Commitment in Beauty Salon

Kim, Hae-jung; Song, Jeho

Journal of the Korean Society of Cosmetology 2017;23(3):591-599.
Published online June 30, 2017.

미용실의 서비스 진정성이 고객신뢰와 몰입에 미치는 영향

김해정, 송제호

The Effects of Service Authenticity on Customer Trust and Commitment in Beauty Salon

Hae-jung Kim, Jeho Song

Abstract

This study attempted to analyze the effects of service authenticity on customer trust and commitment after classifying it into service professionalism, service provider authenticity, service consistency and customer orientation. For this, a questionnaire survey was conducted among the customers of beauty salons in Seoul and Gyeonggi-do. A total of 486 copies were collected and analyzed through frequency analysis, exploratory factor analysis, reliability test, correlation analysis, linear regression analysis and mediator regression analysis, using SPSS v. 21.0. The results found the following: Service authenticity had a positive effect on customer trust and commitment and customer trust-commitment relationship. In customer trust, in addition, service professionalism, service provider authenticity and customer orientation satisfied partial-mediating conditions in mediating the relationship between service authenticity and commitment while service consistency met complete-mediating conditions. In other words, if services are provided with sincerity, not just with authenticity-less responsibility from the perspective of a service contact point, customers would trust the beauty salon more, and their commitment would also increase spontaneously, which would be a critical factor for beauty salons to form a long-term relationship with their customers.

Key Words: Beauty Salon Service, Customer Commitment, Customer Trust, Service Authenticity