The Effect of Convenience and Value Consumption of Beauty Service on Satisfaction and Revisit

Abstract

Frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were conducted using a total of 314 questionnaires through SPSS 24.0 to find out the effect of convenience and value consumption on satisfaction and revisit. The results are as follows. Beauty service convenience is two factors: convenience and convenience of use, and value consumption is three factors: social value, emotional value, and practical value, and satisfaction and revisit were derived in a single dimension. The effect of beauty service convenience on satisfaction and revisit was all positive, and value consumption was found to have a positive effect on satisfaction and revisit. The resulting conclusions are as follows. First, it is necessary to seek to strengthen continuous capabilities, such as investing capital throughout the human and material composition of beauty services and providing beauty services online and offline. Second, it is necessary to cultivate professional beauty technology and steadily train employees to strengthen services to identify and implement various direction of value consumption of customers. Third, customer management is needed to increase satisfaction and revisit through excellent customer data such as age, occupation, and visit pattern, and the quality of hair shops' beauty services is expected to help the development and competitiveness of the beauty industry. In the future, it is expected that research applying various variables will continue, such as collecting survey results and calculating statistics and comparing and analyzing them, prioritizing even distribution by gender and age.