The Effect of Spatial Production in Hair Salons on Customer’s Revisit Intention and Word-of-Mouth Intention

Abstract

The purpose of this study is to provide more practical basic data for hair salon marketing strategies by examining the effect of spatial production in hair salons on customer’s revisit intention and word-of-mouth intention. As a result, it was found that only the cleanliness factor of spatial production had a significant positive effect on the customer's revisit intention, and the cleanliness and differentiation factor of spatial production had a significant positive effect on the customer's word-of-mouth intention. Specific improvements in cleanliness and differentiation are as follows in order to promote revisit and word-of-mouth of beauty salon customers. First, in order to secure regular customers, the priority should be to create a clean space, and in the case of already existing hair salons, the revisit rate of existing customers can be increased by cleanly managing the space where the customer directly exists. Second, in order to attract new customers, it is believed that the effect of creating new customers through word-of-mouth can be increased by focusing on cleanliness as previously mentioned, and by using the brand's representative color so that customers can experience the brand's unique sensibility in the salon space. This study is meaningful because previous research on beauty salon space was insignificant, and it suggests that more attention should be paid to the cleanliness and differentiation of beauty salon space to revisit customers and attract new customers. However, in this study, several items that hinder reliability in relation to functionality were deleted, and in future studies, it is considered necessary to further revise and supplement functionality-related items so that the constituent concepts of spatial performance can be evaluated more closely.