Abstract
This study attempted to provide beauty salons with useful data needed to make profits by making customers clearly aware their distinctiveness through beauty salon selection attributes after investigating the influence of such attributes on customers’ emotional responses and behavioral intention. For this, a questionnaire survey was performed, and a total of 341 copies were used for final analysis. The collected data were analyzed by frequency analysis, reliability analysis and multiple regression analysis, using SPSS 24.0, and the results found the followings: First, beauty salon selection attributes were divided into products, convenience facilities, human services and interior image. In addition, customers’ emotional responses were classified into cognitive and emotional responses while behavioral intention remains in a single dimension. Second, beauty salon selection attributes had a positive effect on customer’ emotional response and behavioral intention with statistical significance. The above results confirm that beauty salon selection attributes affect customer emotions and at the same time induce positive customer behavior. In other words, they could be a good means of marketing to attract customers. It is anticipated that there would be further studies with more diverse age ranges and regions through the segmentation of variables.
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