The Effect of Hair Style Consultation Satisfaction on the Forms of Hair Salon

Kim, Dong-gon; Park, Eun-jun

Journal of the Korean Society of Cosmetology 2019;25(1):148-155.
Published online February 28, 2019.

미용사의 헤어스타일 상담 만족도가 미용실 이용형태에 미치는 영향

김동곤, 박은준

The Effect of Hair Style Consultation Satisfaction on the Forms of Hair Salon

Dong-gon Kim, Eun-jun Park

Abstract

The purpose of this study is to identify customers' patronage of hair salons and to suggest ways to enhance client satisfaction with hairdressers' counselling. There were three sub-factors evident with client satisfaction of hair designers' counselling and four sub-factors with the patronage of hair salons. The effect the counselling of hair stylists had on clients attending a hair salon was statistically significant taking into consideration counselling, customer image and positive word of mouth. In other words, client satisfaction with the counselling of stylists is an important variable when looking at the overall patronage of a salon. In order to increase a customer's patronage of a salon, it is necessary to develop a skills enhancement program to increase the ability of a stylist to best educate their clients. In order to gain a better advantage in such a competitive field as hairdressing, this is an important factor. Therefore, the beauty service industry should consider developing a skills enhancement program for hair stylists to increase their ability to develop a closer relationship with their clients. Although this study was conducted with limited research subjects and variables, it is hoped that subsequent, more comprehensive studies into the field will continue with substantial research and a wider range of variables.

Key Words: Hair style, Satisfaction of counseling, Type of use