Effect of Barber Shop Servicescape on Customer Satisfaction and Revisit Intention

Abstract

The purpose of this study was to investigate the effect of Barber Shop servicescape on customer satisfaction and revisit intention. After setting the barbershop servicescape factors as aesthetics, convenience, cleanliness, and air-conditioning environment, the relationship between the barbershop's servicescape evaluation and customer satisfaction and revisit intention was verified. The research results are as follows. First, the age of users is in their 30s and 40s, accounting for 69% of the total, with college graduates accounting for half of them, and office workers were the most common. Married people earning less than 3 to 4 million won also accounted for the majority. Second, the customer's use of Barber Shop Servicescape showed the highest number of visits from 8 to 12 weeks, and the frequency of visits by those in their 30s and younger was high once every 4 weeks. In the case of single people, the number of visits more than once every 4 weeks was relatively higher than that of married people, and the reason for using the barber shop was to maintain style. Third, as a result of examining the tangible, responsive, and reliable dimensions of Barber Shop users, the level evaluation of Barber Shop servicescape by age was more meaningful than other areas in all areas (esthetics, convenience, cleanliness, air-conditioning environment) in their 30s and 40s. level was highly rated. Fourth, as a result of examining the effect of Servicescape on customer satisfaction and re-visit intention, the correlation between Barber Shop Servicescape evaluation and customer satisfaction was (.781) and that with re-visit intention (.618) showed a significant correlation. As a result of the evaluation of Barber Shop Servicescape by age, it was found that those in their 30s and 40s evaluated more significantly than other age groups in all areas. By educational background, the most significant results were found among those who graduated from a junior college and those who earned 5 million won or more. By marital status, it was found that the unmarried group evaluated significantly, and by the type of barber shop, it was found that the franchise was more significant than the individual shop. When looking at the effect of Barber Shop servicescape on customer satisfaction and revisit intention, the effect on customer satisfaction was R=.781 and the effect on revisit intention was R=.618, indicating that the effect on customer satisfaction was slightly larger. As a result of these results, it was possible to establish that the service landscape of Barber Shop affects customer satisfaction and re-visit intention.