Abstract
This study attempted to investigate the influence of the selection of a beauty salon through social media on social media attitude, customer satisfaction and word-of-mouth intention. For this, a questionnaire survey was performed, and the results found the followings: First, in social media-based beauty salon selection attributes, ‘reputation’, ‘facilities’ and ‘practical aspect’ had a statistically significant influence on social media attitude. Second, ‘reputation’ and ‘facilities’ showed a positive effect on customer satisfaction with statistical significance. Third, ‘reputation’, ‘facilities’ and ‘practical aspect’ revealed a statistically significant influence on word-of-mouth intention. Fourth, social media attitude also had a statistically significant effect word-of-mouth intention. Lastly, customer satisfaction revealed a positive influence on word-of-mouth intention with statistical significance. The above results confirm that social media-based beauty salon selection attributes have an effect on social media attitude, customer satisfaction and word-of-mouth intention.
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