Beauty Service Research Articles

Unlocking the potential of AI: Enhancing consumer engagement in the beauty and cosmetic product purchases

This study reviews the use of artificial intelligence (AI) technology applications, particularly augmented reality (AR) and virtual reality (VR), in the beauty and cosmetic industry (BCI). It investigates the transformative potential of AI-enabled solutions in BCI and its impact on consumer satisfaction. While consumers are willing to adopt smart technology tools and solutions into beauty services, there is a lack of clarity on the level of consumer awareness and willingness to utilise AI-led technologies. To fill this gap, this study develops a conceptual framework based on AI affordances by classifying them into four distinct affordances of AI, namely: existence, perception, actualisation, and effect. We employ a mixed-method analysis, using 177 user testimonials and a quantitative analysis of 866 users. The uniqueness of this study is investigating the moderating role of virtual trial experience in BCI. The study found that AI compatibility significantly impacted all three dimensions of affordance perception. We confirmed that perceived relative advantage also had a significant positive influence on all three dimensions of affordance perception. In addition, all the affordance perception variables significantly positively affected the willingness to adopt traditional beauty and cosmetic product purchase methods. The results also confirmed the significant moderating role of virtual trial experience magnifying the willingness to embrace AI assisted beauty and cosmetic purchases. The findings contribute to an enhanced understanding of AI integration tools in BCI, and provides an insight into consumers’ willingness and awareness to adopt smart technologies in beauty services.

Home Service Transformation: The Impact of Digital Marketing and the Urban Company's Approach

Because of convenience, time restrictions, and shifting consumer lives, there is a greater need for home-based services as the service sector of the economy grows, especially through e-commerce platforms. But maintaining client happiness in this industry is still crucial, requiring attention to service quality and satisfying changing customer demands. One major participant in the Indian industry, Urban Company (UC), is unique in that it connects customers and service providers directly, cutting out middlemen and putting the customer's needs ahead of its own. The purpose of this study is to investigate how customer satisfaction is affected by the quality of services offered by UC, specifically in relation to Chennai. It looks at the special aspects of UC's business strategy, highlighting how it organizes the domestic services market and makes sure that its service providers are trustworthy and safe. Furthermore, the research explores consumer satisfaction and expectations, concentrating on beauty services in Pune. This highlights the need of surpassing client expectations in providing services.

EVALUATION OF DIGITAL TRANSFORMATION PROCESSES IN THE ORGANIZATION OF BEAUTY SALON ACTIVITIES

The theoretical foundations of the digital transformation of management in the organization were studied, and the performance evaluation indicators were characterized.The conducted data analysis confirms the hypothesis of an increase in the profitability of the organization from the digital transformation of management. It was established that the profit of the organization in the field of beauty increased by 9,300 USD during 2022–2023, and the average growth rate is 13.3%, while spending on digital transformation of management increased by 7.1%. This suggests that spending on digital tools grew at a slower rate compared to revenue growth of 1.9 times. It was found that with the increase in the volume of services, variable costs increase proportionally, and fixed costs for digitalmanagement transformation remain relatively unchanged, therefore, the increase in profit with a change in the volume of provided beauty services increased.Recommendations for improving the implementation of the strategy of digitized solutions have been formulated.

Attitudes of University Students Towards Intelligence Games Ardahan University Sample

It is thought that the attitudes of students studying at universities towards intelligence games will contribute to digitalization and innovation processes. The aim of the current research is to examine the attitudes of university students towards intelligence games in terms of some variables. The descriptive survey model, which is a quantitative research method, was used in the research. The study group of the research consists of students from the Child Development Program, Medical Documentation and Secretarial Department, Hair Care and Beauty Services Program, Elderly Care Program, Medical Laboratory Techniques Program and Medical Imaging Techniques Program at Ardahan University. ‘Attitude Scale Towards Intelligence Games’ was used as a data collection tool in the research. Data were analyzed with the SPSS 21.0 package program. Based on the results of the 'test of normality' conducted in the data analysis, it was determined that university students showed a normal distribution in the context of age, gender, department and department-based class variables in which their attitudes towards intelligence games were examined; however, they did not show a normal distribution in the context of class and previous education variables for intelligence games. According to the data obtained from the research findings, female students have higher attitudes towards intelligence games at a level that will make a significant difference compared to male students.

뷰티 전문가의 매력자본이 고객의 관계품질 및 재구매의도에 미치는 영향

The purpose of this study is to investigate the relationship between customer satisfaction, relationship quality, and repurchase intention between beauty experts' erotic capital as perceived by customers and to empirically analyze the mediating effect of customer satisfaction. The survey was conducted on 250 customers who visited beauty shops in the Seoul and Gyeonggi metropolitan areas and experienced beauty services, and data were collected through a structured questionnaire. The results derived through a series of research procedures are as follows. First, First, the attractive capital of beauty experts was found to have a statistically significant positive (+) effect on customer satisfaction and relationship quality. Second, beauty experts' customer satisfaction was found to have a statistically significant positive (+) effect on relationship quality and repurchase intention. Third, Customer satisfaction was found to have a statistically significant partial mediating effect in the relationship between the beauty expert's erotic capital as perceived by beauty consumers and repurchase intention.

The Impact of Job Satisfaction on Brand Loyalty in Franchise Hair Shops

While the economic level is improved due to the industrial development of modern society, the beauty industry consists of human resources with skilled technology, and securing it leads to an increase in the economic power of the beauty industry and the success or failure of management. Beauty service is an industry that is highly dependent on human resources and deals with the job satisfaction of its members as an important issue. Studies on the factors of job satisfaction and loyalty of beauty workers have been reported, but studies examining the relationship between job satisfaction of franchise hair shops and brand loyalty are relatively limited. In this study, a total of 664 data from franchise hair salon workers were applied to the empirical analysis to investigate the effect of job satisfaction of franchise hair shops on brand loyalty, and SPSS 22.0 was used to analyze the research problem, and positive results were derived for each factor. Based on the research results, it aims to find ways to accumulate empirical data and improve management performance in the field of hair care, and it is also necessary and meaningful to provide implications for subsequent research in the field of beauty.

Application of Makeup Image Optimization Recommendation System through the Analysis of BeautyGAN Based on Deep Learning

The purpose of this study was to identify the makeup preference of users and suggest a method to optimize the makeup style by using the preferred image for each age group through the analysis of BeautyGAN. Through this, you can propose a customized makeup style that suits you, and provide beneficial services to the makeup industry and consumers. In addition, by developing and validating new methods that effectively combine deep learning and vision systems, we aim to innovate makeup-related image conversion technology and contribute to academic and practical advances in this field. For this purpose, reference images suitable for each image were collected to implement image optimization for each age group, the input data reflected the researcher’s image, and the face was aligned and resized, after removing images with low resolution or poor lighting conditions. As a result of the performance evaluation of the BeautyGAN model, it was confirmed that the existing image was 51.26%, which is close to the BeautyGAN image of 38.89%. These results are judged to be able to provide customized makeup style suggestions or adjusted makeup effects that reflect the user’s preferences from an academic point of view, and from a practical point of view, it will be possible to improve the quality of customized beauty services by suggesting makeup styles that suit the characteristics of customers more accurately and quickly.

Hair Care and Beauty Services program held its first event

Hair Care and Beauty Services program held its first event

The Impact of Semi-permanent Makeup Services on Customer Satisfaction and Intent to Recommend to Others

Semi-permanent makeup has become increasingly popular in Korea, driven by changing beauty standards and the desire for convenience. Although there is growing information about the semi-permanent makeup in terms of industry, little is known about factors which may influence customer satisfaction and recommendation to others. The aim of this inquiry was to determine the factors to influence the satisfaction and intention to recommendation of customers as received by semi-permanent makeup services. A questionaire was used to survey persons with 174 customers in years 20s and 40s across Korea. These individuals were then requested to complete a questionnaire which asked them to state for satisfaction. As a result, we found that the artist's technique and the hygiene and environmental factors which surrounding the service shop are influencing factors relative to customer satisfaction. Customer satisfaction is also reflected through various interactions with customers. These results showed that customer satisfaction had a positive effect on the intention to recommend semi-permanent makeup. Additionally, we also verified various factors that constitute semi-permanent makeup services to assess their complete or partial impact on customer satisfaction and likelihood of recommendation. As with any beauty service, success in the semi-permanent makeup industry relies on skill, professionalism, and a commitment to client satisfaction. Such information might be considered when opening a store and devising a business strategy. These findings also serve as the foundation for generating hypotheses in future analytical investigations.

미용서비스업 종사자가 인식한 개인역량과 직무수행과의 관계 - 자기효능감의 매개효과 -

미용서비스업 종사자가 인식한 개인역량과 직무수행과의 관계 - 자기효능감의 매개효과 -

THE DEVELOPMENT OF METAVERSE TECHNOLOGY TO RAISE UP THE STANDARD OF HEALTH TOURISM

This research aims to: 1. Investigate the factors of Metaverse technology development for VR spa glasses and their impact on the evolution of Metaverse applications for marketing; 2. Examine how the development of Metaverse applications for marketing influences the promotion of health tourism grounded in Thailand's creative economy (BCG). This study employs a mixed-methods approach. It involves surveying 372 tourists who utilized spa and Thai massage beauty services using a questionnaire. Additionally, focus group discussions were conducted with entrepreneurs and executives instrumental in elevating the standards of medical tourism. The data were analyzed using multiple regression analysis. The findings indicate that the advancement of Metaverse technology for VR spa glasses, encompassing aspects like content, functionality, and design, has significantly influenced the development of Metaverse applications for holistic marketing. This includes sensory experience, sensational experience, thought experience, action experience, and associated experience, with a notable R2 value of 0.590. The study also revealed that the development of Metaverse applications for marketing, encompassing aspects such as sensory experience, cognitive experience, action-oriented experience, and connected experience perceptions, significantly influences the overall drive of health tourism based on the creative economy (BCG) in the country. This encompasses factors like environmental friendliness, fairness, safety, cleanliness, and convenience, with a notable R2 value of 0.509.

Implementation of Maqashid Shariah Principles in the Beauty Salon Business

The beauty industry has become an important part of the modern lifestyle. However, beauty salons often face challenges in aligning their practices with sharia principles. This research discusses the salon concept based on sharia provisions, exploring the implementation of Islamic principles in beauty services. The provisions that beauty salons must have are the use of products that are halal certified. The aim of this research is to explain the level of implementation of maqashid sharia in salons. To find out how far salons consider sharia aspects in their business, this research uses a literature review and the Simple Additive Weighting (SAW) method as research methodology. The research results show that there are still many sharia-based salons but do not meet the maqashid sharia criteria.

Effects of Salespersons’ Verbal and Nonverbal Communication in Beauty Service Encounters on Brand Image and Store Loyalty

Purpose: This study investigated the effect of salespersons’ verbal and nonverbal communication in beauty-service encounters on customers’ store loyalty, focusing on the mediating effect of brand image.Methods: Analyses were conducted by employing the Statistical Package for the Social Sciences program to investigate how salespersons’ verbal and nonverbal communication in beauty-service encounters affect customers’ store loyalty and brand image.Results: Verbal and nonverbal communication of salespersons in beauty-service encounters were found to positively influence brand image and customers’ store loyalty. In particular, beautyservice salespersons’ kinesics and paralanguage was identified to have a significant effect on store loyalty through brand image.Conclusion: When customers positively perceive beauty-service salespersons’ verbal and nonverbal communication, they will be satisfied with the beauty service; therefore, education and management in verbal and nonverbal communication is required. Accordingly, if beauty-service salespersons make an effort to boost confidence; wear neat and fashionable clothes; and maintain eye contact, positive facial expressions, and gestures, they will increase a store’s brand image and customers’ store loyalty.

미용종사자의 외적이미지를 위한 소비행동이 심리적 부담감과 직무스트레스에 미치는 영향

As standards for an outer personal image in a modern society keep rising, people have been active in seeking a way to improve their outer personal images. In fact, they have made great efforts for their appearance management, spending a lot of time and money. With such increase of interest in outer personal images, people have searched information with a higher knowledge level. To provide high beauty services, beauty workers have learned new skills and promoted marketing which can draw attention from customers. In already saturated beauty service industry, cosmetologists’ skills and marketing don’t matter much. Therefore, it is important to enhance their outer personal images and help them have strategic personal images. In other words, they might be required to get training or knowledge to enhance their outer personal images with a goal of attracting customers. In addition, some efforts made to satisfy outer personal images according to social standards and consumption behavior needed to improve such outer personal images could pass on psychological burden to beauty workers.
 This study aimed to unveil the influence of consumption behavior implemented by beauty workers for their outer personal images on psychological burden and job stress. It is anticipated that there would be further studies on the systems and ways to reduce the significance of appearance by preventing such consumption behavior implemented for outer personal images from having an influence on psychological burden and job stress.

Households’ willingness-to-pay for mangrove environmental services: Evidence from Phu Long, Northeast Vietnam

The conservation and sustainable development of mangrove forests play a critical role in stabilizing livelihoods, creating employment opportunities for neighboring communities, and preserving valuable ecosystems. This study assesses the willingness-to-pay residents for the environmental services of mangrove forests. The Theory of Planned Behavior, along with demographic factors, is utilized to investigate the willingness-to-pay for mangrove forest services among residents in Phu Long commune, Hai Phong City, a coastal area in northern Vietnam. Data were collected through in-depth interviews with 235 households from four villages in Phu Long commune, employing a contingent valuation scenario and the payment card technique. The interval regression model is applied to analyze the influencing factors and the level of willingness-to-pay for five priority mangrove forest environmental services, which include: (i) greenhouse gas absorption and storage (climate change mitigation), (ii) support for biodiversity conservation, (iii) prevention of extreme weather events, (iv) scenic beauty services, and (v) habitat services for species. The Akaike Information Criterion (AIC) and Bayesian Information Criterion (BIC) indices are used to select the most appropriate model. The estimated results from the interval regression model indicate that each household, on average, is willing to pay 327,792 Vietnamese dong (VND) per year for the five priority services. The analysis of factors reveals that attitudes, perceived behavioral control, and knowledge about mangrove forests have the most positive and significant impact on residents' willingness-to-pay. Based on these findings, several policy implications are proposed to enhance residents' willingness-to-pay for mangrove forest environmental services and promote the conservation and sustainable development of mangrove forests.

The Effect of Hair Salon Visiting Standards on Customer Satisfaction and Revisit of Middle-Aged People

This study sought to find out about customer satisfaction and revisit intention for customers aged 40 to 64, and 380 questionnaires used in this study were self-written offline questionnaires, and frequency analysis, reliability analysis, factor analysis, and regression analysis were conducted using the SPSS 22.0 program. As a result, the beauty salon visit criteria for customers aged 40 to 64 had a positive effect on customer satisfaction and revisit intention, and effective management methods and marketing strategies should be established based on the research results. In the follow-up study, in-depth research should be conducted to expand age and region and to find out the visit criteria of middle-aged customers in various beauty service fields.

The Effects on the Satisfaction and Behavioral Intention for Beauty Service Quality Risk Perception Factors of MZ Generation

This study investigated the degree of influence of risk factors on beauty service quality on satisfaction with beauty service quality and intention to use beauty shops among MZ generation women in Daejeon, Chungcheong province. The results are as follows. The risk perception of beauty service quality was similar for both Generation M and Generation Z, and no statistical significance was found. In satisfaction with beauty service quality, Generation M was found to be slightly higher than Generation Z in physical, economic, performance, and service quality. The perception of intention to use beauty shop services was similar between Generation M (M=4.24) and Generation Z (M=4.12), and there was no statistically significant difference. Technical, physical, economic, performance, and environmental risk perception, which are sub-areas of beauty service quality risk perception, had a negative correlation with service quality satisfaction and beauty shop service use behavior intention. The sub-area of beauty service quality satisfaction was found to have a positive correlation with the behavioral intention to use beauty shop services. In addition, in the impact of beauty service quality risk perception on beauty service quality satisfaction, technical, performance, and environmental risk perception were found to have a significant negative influence. In the impact of beauty service quality risk perception on the intention to use beauty shop services, technical and environmental risk perception were found to have a significant negative influence. In the impact of service quality satisfaction on the intention to use beauty shop services, technical, performance, and environmental satisfaction were found to have a significant positive(+) effect, and physical satisfaction was found to have a significant negative(-) effect. Therefore, it is believed that the results of this study can be used not only as basic data for research in this field, but also as data for marketing strategies.

A Structural Analysis of the Relationship between Customer Orientation and Related Variables of Hairdressers

Due to high reiliance on human ressources for customer satisfaction in the hair and beauty service industry, it is questioned how to increase their custumer orientation. This study aims to investigate the structural relationship among psychological capital, burnout, job satisfaction of hairdressers, and customer orientation. Targeting hairdressers, the survey was conducted from May 1 to May 12, 2023 focused on the hair and beauty service industry in Seoul and Gyunggi province. The number of 301 cases was used for analysis and the results were analyzed using structural equation modeling with SPSS 26.0 and AMOS 26.0. The main findings are as follows. First, hairdressers’ burnout and job satisfaction directly affected customer orientation, while positive psychological capital had no direct influence. Second, hairdressers’ positive psychological capital and burnout directly affected job satisfaction. Third, the positive psychological capital of hairdressers had a direct effect on burnout, and the higher the positive psychological capital, the lower the burnout. Fourth, the positive psychological capital of hairdressers indirectly affected customer orientation through burnout and job satisfaction. Fifth, the positive psychological capital of hairdressers had an indirect effect on job satisfaction through burnout. Finally, hairdressers’ burnout indirectly affected customer orientation through job satisfaction. Based on the study results above, positive psychological capital, burnout, and job satisfaction of hairdressers were significant variables that directly or indirectly affect customer orientation. In particular, the influence of job satisfaction is relatively strong among the variables that directly affect the customer orientation of hairdressers. The indirect effect of job satisfaction on customer orientation was also relatively high, indicating that it was an important variable for increasing customer orientation among hairdressers.

A Study of the Effects of Individual Competenceson Job Satisfaction and Job Performance: For those working in the beauty service industry

Because the beauty service industry is highly dependent on human resources, human resources management for workers playing a pivotal role is required. The importance of individual competencies in the process of workers’ performing their tasks could be understood through prior studies. The workers in the beauty service industry have their professional characteristics, so the industry requires a strong professional consciousness, and individual competences are regarded as affecting job performance. This study aimed to identify the effects on beauty service industry workers’ job satisfaction and performance with their individual competencies, namely skills, knowledge, and attitude variables based on prior studies. As a result of an empirical analysis targeting the workers in the beauty service industry, as individual competences, including skills, knowledge, and attitude, were higher, job satisfaction was higher. Also, as job satisfaction was higher, job performance was higher. All this is analyzed as follows: The beauty service industry is an individual-customized servicecentered industry with high interactions with customers through small number of human resources in view of the industry workers’ job characteristics. Consequently, if they continuously obtain knowledge required for their job so that they can have attachment to and a sense of achievement for the job, set achievable goals, make efforts to achieve them, do their utmost efforts for the job they like, and endeavor for self-development, job performance can be achieved beyond their capabilities. As individual competences are consolidated, if satisfaction with job performance increases, the workers will be faithful to their job performance, and they will achieve job performance by creating new skills (techniques) beyond their capabilities. To develop the workers’ potential capabilities furthermore, it is necessary to lay the foundation for them to continuously develop individual capabilities and receive training fitting individual characteristics. Through this empirical study, the study results are expected to offer implications for the beauty service industry development.

The Consumption Orientation Level and Behavioral Intention of Beauty Shop According to the Pandemic Era Risk Perception and the Measures for Vitalizing the Service Industry

The ultimate purpose of this study is to present the differentiated strategies of the beauty service industry by drawing the vitalization measures for its new operation and development into the high-value added industry in the changed time flow of the pandemic era. Total 756 questionnaires were used for the final analysis. The collected data was analyzed by using the SPSS 22.0 Statistical Program and AMOS 22.0 Statistical Program. First, the risk perception had significant effects on consumption orientation. Second, the direct effects of risk perception on behavioral intention were not statistically significant while there were indirect effects of mediating the consumption orientation. Third, the direct effects of risk perception on selection attributes were not statistically significant while there were indirect effects of mediating the consumption orientation. Fourth, the consumption orientation had significant effects on behavioral intention. Fifth, the consumption orientation had significant effects on selection attributes. Sixth, the behavioral intention had significant effects on selection attributes.