Journal of the Korean Society of Cosmetology 2021;27(1):182-189.
Published online February 28, 2021.
미용실 서비스 품질이 지불의사 및 고객만족도에 미치는 영향
김누림, 진용미
1서경대학교 일반대학원 미용예술학과
2서경대학교 미용예술대학 헤어메이크업디자인학과
Effects of Hair Salon Service Quality on Willingness to Pay(WTP) and Customer Satisfaction
Nurim Kim, Yong-mi Jin
1Dept. of Beauty Arts, Graduate School, Seokyeong University
2Dept. of Hair-Makeup Design, College of Beauty Arts, Seokyeong University
Correspondence:  Yong-mi Jin, Tel: 82-2-940-7813, 
Received: 24 September 2020   • Revised: 6 November 2020   • Accepted: 28 January 2021
This study aims to identify the effects of hair salon service quality on customer’s willingness to pay(WTP) and customer satisfaction inorder to provide customer-centric management strategies for increasing profit through improved service quality. Total of 280 surveyswere collected and SPSS 21.0 program was used to conduct frequency analysis, reliability analysis and multiple regression analysis. As aresult, all of the service quality factors such as reliability, external cues and responsiveness had statistically significant impact oncustomer satisfaction and the customer’s payment intention while all service quality factors except responsiveness had statisticallysignificant impact on willingness to pay premium. Therefore, hair salons should enhance overall service quality including reliability suchas delivering promised service to encourage customer’s payment intention and to increase overall customer satisfaction. Then in order toprompt customers to pay premium, hair salons should strive beyond providing reliable service by enhancing external cues whileproviding personalized attention and high quality communication with the customers.
Key Words: Customer satisfaction, Hair salon, Service quality, Strategy, Willingness to pay

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