Abstract
This study aims to present a comprehensive model that effectively explains dissatisfaction, complaint behavior, and revisiting intentions of hair service consumers through an empirical analysis. In order to empirically verify the conceptual model, a questionnaire was developed based on previous studies and responses that were collected through an online survey agency. Subjects were Korean female consumers in their 20s to 50s who experienced dissatisfaction with hair services in the salons they visited during the past year. The conceptual model suggested in the theoretical research was analyzed empirically through the structural equation modeling (SEM) test and finally suggested after ordering, eliminating unnecessary paths. According to the results, dissatisfaction with the hair service significantly affects the complaint behavior and the revisiting intentions while the complaint behavior has a mediating effect between dissatisfaction and the revisiting intentions. Analysis showed that dissatisfaction with human response services and private complaint behaviors are the factors that most negatively influence revisiting intentions. It was confirmed that businesses should focus on the management of the customer service delivered by the employees and on word of mouth. Public complaint behavior was proven to increase revisiting intentions of consumers, needing more attention. This study aims to provide plausible reasons and objective materials to the establishment of a solid theoretical base for the research on dissatisfaction, complaint behavior, and revisiting intentions of hair service consumers. It is expected that the results of this study will help create differentiated marketing strategies for unsatisfied and complaining consumers.
Highlights
As a result of socioeconomic development and changing trends, aesthetic levels and consumer expectations are increasing, as are demands and consumption
Exploratory factor analysis (EFA) In order to identify the dimensions of consumer dissatisfaction about the hair service, complaint behavior and revisiting intentions and verify the validity of the measuring tool, Exploratory Factor Analysis (EFA) was conducted as Principal Component Analysis using orthogonal rotation of Varimax
Factor 2 was constituted of items that measure dissatisfaction with unkindness of the staff and hairstylists and others related to customer service, was referred to as Dissatisfaction with Human Response Services
Summary
As a result of socioeconomic development and changing trends, aesthetic levels and consumer expectations are increasing, as are demands and consumption. It is not easy to evaluate a service beforehand and go back when the service proved to be unsatisfactory due to the diversity and complexity of hair services. Against this backdrop, it is expected that cases of dissatisfaction, complaint, and damage are increasing recently. Systematic approaches to variables related to consumer dissatisfaction and suggestions for differentiated marketing strategies should be made based on the results of these researches
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
