Abstract
This study attempted to investigate the influence of external images and service quality on customer satisfaction and revisit intention among beauty service workers and use the results as basic data for the growth of the beauty service industry by maximizing customer satisfaction. The results found the following: In terms of relationships between external images and service quality factors, external images revealed a positive correlation with ‘kindness,’ ‘activeness,’ ‘professionalism’ and ‘accuracy’ with statistical significance (p<.001). They also showed a positive correlation with ‘customer satisfaction’ and ‘revisit intention’ (p<.001) with statistical significance. Furthermore, ‘kindness,’ ‘activeness,’ ‘professionalism’ and ‘accuracy’ revealed a positive correlation with ‘customer satisfaction’ and ‘revisit intention’ with statistical significance (p<.001). As external images improved, customer satisfaction increased. Also, as ‘kindness,’ ‘activeness,’ ‘professionalism,’ and ‘accurateness’ improved, customer satisfaction increased. Furthermore, with improvements in external images, revisit intention also increased. As ‘kindness,’ ‘activeness,’ ‘professionalism’ and ‘accurateness’ were increased, revisit intention also increased. When customer satisfaction improved, revisit intention also increased.
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