Abstract
This study aimed to look into the features of the hair beauty service components and the effects of these elements on customer satisfaction and word-of-mouth intention. Subjects were 20`s-40`s women and survey methods such as frequency analysis, t-test, ANOVA, factor analysis, reliability analysis, and regression analysis were used. Results were as follows: First, hair beauty service were composed of eight factors such as facilities of hair beauty salon, employee`s kindness, amusement facilities, light refreshments, guidance to a process of hair style, keeping service for personal belongings, reservation service, and customer management. Second, the effects on customer satisfaction was significantly affected by facilities of hair beauty salon, employee`s kindness, guidance to a process of hair style, customer management, keeping service for personal belongings, light refreshments. Third, customer satisfaction with hair beauty service affected the word-of-mouth intention.
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