A Study of the Influence and Mediating Effects of Service Justice on Customers’ Emotional Response and Continuity Intention in Beauty Salon

Abstract

This study attempted to analyze the influence and mediating effects of service equity in beauty salons on customer emotional response and continuity intention by classifying it into distributive, procedural and interactional categories. For this, a total of 500 questionnaires were collected from customers of beauty salons in Gwangju and Jeollanam-do. For their analysis, frequency analysis, exploratory factor analysis (EFA), estimation of Cronbach s alpha coefficients, correlation analysis, linear regression analysis and mediated regression analysis were performed, using SPSS v. 21.0. The study results found the following: In terms of the influence of service equity on customer emotional response, positive effects were observed. Specifically, distributive service (β=.395, p<.001) was most influential, followed by interactional (β=.276, p<.001) and procedural (β=.119, p<.05) service. Positive effects were found in the relationship between service equity and customer continuity intention. Specifically, distributive equity (β=.345, p<.001) was most influential, followed by procedural (β=.257, p<.001) and interactional (β=.150, p<.01) ones. In terms of the influence of customer emotional response (β=.695, p<.001) on continuity intention as well, positive effects with statistical significance were observed. Lastly, customer emotional response satisfied partial parameter conditions in the relationship between service equity and continuity intention. Therefore, this study seems to show that service equity is critical in improving customer emotional response and continuity intention.