The Effect of the Reliability of the Hair Salon Consumer on Satisfaction

Abstract

This study investigated the effects of hair salon reliability on customer satisfaction. For this, a self-administered questionnaire was distributed among hair salon customers in Seoul and bundang-Gyeonggi. For data collection, a total of 575 questionnaires were distributed and collected. Excluding two poorly answered ones, 573 copies were used for final analysis, and the results found the following: As hair salon reliability increased, customer satisfaction improved. The research results are as follows. First, as a result of examining demographic characteristics, females were the highest in their 30s. Marriage was married, occupation was professional, and the average monthly income was 2 million won to less than 3 million won. Second, reliability verification of reliability and satisfaction was found to be no problem, and reliability was derived from three subfactors of technology trust, service trust, and price trust, and satisfaction was derived from one subfactor. Third, as a result of examining the effect of reliability on satisfaction, service trust showed the biggest influence on satisfaction among sub-factors of reliability. As all variables of service trust, technology trust, and price trust increased, satisfaction also increased. It’s anticipated that based on the above results, hair salons can improve customer satisfaction, increase revisit rates and even promote the growth of the beauty salon market.