Effects of the Beauty Industry Worker's Communiction Styles on Rapport and Customer Satisfaction

Abstract

There is a need for a qualitative improvement on the language of communication in the beauty industry as the customers’ consciousness and demand and the industry’s competition intensifies. Clear communication Received (February 24, 2016), Review Result (March 10, 2016) Accepted (March 17, 2016), Published (April 30, 2016) 1 Dept. of Beauty Arts, SeoKyeong Univ. email: sunhee278@hanmail.net 2 Dept. of H-LAC, DaeJeon Univ. Professor email: min3670@dju.kr Effects of the Beauty Industry Worker's Communiction Styles on Rapport and Customer Satisfaction Copyright c 2016 HSST 384 frames interrelationships between beauty industry workers and their clients and eliminates confusions. This builds trust and ensures customer satisfaction amongst the clients and increases the number of revisits in the future. The study analyzed the communication style amongst the Beauty industry Workers and the impact it has on the Customer satisfaction and rapport. This was used to find ways to positively improve the communication style of the workers in order to improve customer satisfaction by suggesting on ways to build positive customer rapport, For this study, 760 copies of questionnaires were distributed to hairdressers, estheticians, nail artists, makeup artists and beauty educators working in local beauty industry during the period from August 1st 2015 to September 16th 2015. Of the questionnaires, 740 copies were collected. 21 copies were disregarded due to insufficient responses and 719 copies were used for final analysis. For the data analysis, SPSS v 18.0 statistics program was selected and frequency analysis, factor analysis, reliability analysis, multiple regression analysis, confirmatory factor analysis were performed. The study of the hypothesis found the following: first According to a factor analysis on Communication style, professional-type, cooperation-type, trust-type factors appear significant influence on the rapport factor hypothesis was supported. These factors appear to be control-type of communication style that does not significantly affect the rapport factor hypothesis was rejected. Second, According to a factor analysis on rapport factors appear significant influence on the satisfaction factor hypothesis was supported. Three, According to a factor analysis on customer loyalty factors appear significant influence on the customer satisfaction factor of revisit factor hypothesis was supported. In summary these results beauty industry workers of the communication styles of professional-type, cooperation-type, trust-type this affects the rapport which was found to impact a significant influence on customer satisfaction. Also, rapport appeared to affect customer loyalty and revisit of a customer satisfaction factor. In particular, it appears to be on a more significant influence on revisit.