The Relationship Between the Quality of Beauty Salon Service and Perceived Value and Word of Mouth

Abstract

In modern society, it is important to manage the external image. As a result, as the beauty-related service industry develops, so does the beauty salon. However, the overload of hair salons and the competition between hair salons is overheating. As a result, beauty salons must increase their satisfaction with high service quality to their customers for effective store development. We conducted a survey to see how the perceived value of customer service affects customers' word of mouth, and analyzed using 579 valid questionnaires, selecting consumers who use beauty salons in Daegu and Gyeongbuk. As a result of the analysis there was no problem in factor analysis reliability to verify the validity of service quality and the perceived value of word of mouth, and regression analysis on the impact of service quality on perceived value was not a problem. The intention of the word of mouth had an impact. Has confirmed. In addition, the results of regression analysis on the effect of perceived value on word of mouth were also found to have a significant effect. In conclusion, As the perceived value of service to customers increases, beauty salons influence the customer's word of mouth intentions. Therefore, personal and beauty salons are providing marketing materials for business development by researching ways to improve service and increase value. There is a purpose.