Effects of Hair Care Services on Married Women`s Self-rated Stress

Jung, Yoon-hee; Jung, Minsoo

Journal of the Korean Society of Cosmetology 2017;23(2):302-307.
Published online April 30, 2017.

기혼 여성의 헤어관리 서비스가 자가 스트레스에 미치는 영향

정윤희, 정민수

Effects of Hair Care Services on Married Women`s Self-rated Stress

Yoon-hee Jung, Minsoo Jung

Abstract

Purpose
Hair salons are spaces where married women change or enhance their appearances and, at the same time, obtain information from neighbors or informal social networks and relieve stress. The present study comparatively analyzed changes in customers` self-rated stress before and after the reception of hair care services. Methods: The data of this study were the results of surveys conducted on 400 married women customers patronizing a hair salon located in the Myeong-dong district of Seoul. The dependent variable was the self-rated stress status of the married women customers, the respondents. The independent variable was the type of hair care service received. The statistical analysis methods were cross-tabulation and paired-sample t-tests. Results: According to the results, there were statistically significant differences in the stress levels after the reception of hair care procedures depending on the respondents` ages and monthly household income. Paired-sample t-tests were conducted on differences in the stress levels before and after the hair care procedures depending on the type of hair management received. According to the results, groups who received either permanent wave or hair coloring service or the combination of haircuts + permanent waves + hair coloring + hair nutrition treatments all decreased in stress significantly compared to before the hair care services (t=7.578, p<0.001). Conclusions: It is necessary to explain the stress mitigation effect to customers visiting hair salons and to take more interest in developing more multifaceted cosmetological services in terms of managing customers and enhancing their satisfaction.

Key Words: Hair Care Service, Married Women, Self-rated Stress