Asian J Beauty Cosmetol. 2014; 12(2): 291-298.

The Study of How Benefits that Customers Receive Influences the Customer’s Satisfaction and Intentions to visit at Professional Hair Dyeing Salons

Sul-Gee Kim, Jae-Hong Park, and Eun-Jun Park

Today, as the population of the hair dyeing grows, hair dyeing is being developed, and professional franchises are appearing. The study about a new cosmetology business form, professional hair dye salon industry is required. This study examines consumer’s attitudes and behavior with respect to hair dye, and evaluates how benefits of professional hair dye salon customer impact on customer’s satisfaction and the intention to visit. Survey was collected from a total of 304 adults who live in Seoul and the metropolitan area. The collected data using SPSS 21.0 statistical program, frequency analysis, factor analysis, reliability analysis, t-test, multiple regression analysis was performed. As a result, this study showed significant differences among the benefits of professional hair dyeing salon customer, the customer satisfaction, and the intention to visit according to whether they know professional hair dye cosmetology and whether they visit it or not. The influence that the benefits of professional hair dyeing salon customer gives the customer satisfaction and the intention to visit was defined impact cognitive benefits, economic benefits in the relation with economical, cognitive benefits of professional hair dyeing cosmetology and customer satisfaction. Based on these results, The purpose of this study was to improve the quality of professional hair salon industry by providing empirical data, and as a result, professional hair salon industry will find ways to develop. Based on these results, by Improving marketing which emphasize economics, treatment and access to treatment through customer experience of professional hair dye salon and by educating the professional service providers who can offer the correct treatment time, the good technique and reasonable price, the customer’s trust and intention to revisit will be formed. The professional hair salon industry will show a vast improvement.

Keywords : Hair dye, Economic benefits, Cognitive benefits, Intention, Customer’s satisfaction