Mediating Effect of Customer Reliability in the Relationship of the Beauty Professionals' Communication Styles and the Intention to Revisit

Abstract

This study aims to research the mediating effect of customer reliability in the relationship of the beauty professionals' communication styles and the intention to revisit to increase the reliability and revisitation of the customers who use beauty services. A self-administered survey with 23 questions related to general characteristics, communication styles, customer reliability, and intention to revisit was given to 413 customers. Through SPSS 20.0, frequency analysis, factor analysis, reliability analysis, regression analysis, and mediation regression analysis were performed. The result showed that communication style has 3 factors: cooperation type, control type, and professional type and that the customer reliability and the intention to revisit drew single factors, respectively. And all the effects of the beauty professionals' communication style on the customer reliability, the customer reliability on the intention to revisit, and the communication style on the intention to revisit appeared to have a positive effect. Also, the customer reliability showed the mediating effect in the relationship between cooperation type and the intention to revisit. And in the relationship of control type, professional type, and intention to revisit, by the full mediation effect, the customer reliability appeared to work as an essential variable in the relationship of communication style and intention to revisit. Based on this result, the author expects that this study can help expand the training for the communication style that fits the beauty service environment and create profits with the competitiveness reinforcement by the strategy development of proper service training and marketing for beauty professionals.