Effects of Human Service Qualities of Waxing Beauty Professionals on the Perceived Values and Emotional Response of Customer

Abstract

Owing to the necessities like beauty, hygiene, and health, waxing is settled down as beauty service that could immediately satisfy customers’ interest and needs. Thus, this study could be helpful for establishing high-dimensional service strategies through the perception of customer service, customers’ valuation, and their emotional response for competitive advantage of the waxing industry, by understanding the effects of human service qualities of waxing beauty professionals on the perceived values and emotional response. From January 8, 2024 to February 2, 2024, A total of 332 copies of valid data were collected from adult men and women who had experienced receiving waxing beauty services from experts at waxing beauty shops in Seoul and the metropolitan area. The collected data were analyzed using the SPSS 25.0 program. And Frequency analysis, Exploratory factor analysis, Cronbach’s α, Correlation analysis, Multiple regression analysis were conducted. The results of this study are as follows. First, the human service qualities of waxing beauty professionals had significant effects on the perceived values. Second, the human service qualities of waxing beauty professionals had significant effects on emotional response. This verifies that the emotional, social, and economic values felt by consumers are improved when the reliability, empathy, and tangibles of human service qualities of waxing beauty professionals are higher. And they also have positive effects on emotional response.