미용실의 인적서비스, 고객가치, 고객신뢰, 긍정적 감정, 재방문 의도 간의 구조적 관계 = Structural Relations among Hair Salons' Personal Social Services, Customer Value, Customer Trust, Positive Emotion, and Revisit Intention

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the structural relations among the variables of personal social services, customer value, customer trust and positive emotion, which were chosen as the variables that affect customers' intention to revisit the salon. We conducted a questionnaire survey from August 18th to August 25th, targeting 891 women in their 20s to 50s who had experienced hairdressing services over the past 6 months. The data were analysed using SPSS 23.0 and AMOS 24.0 and the results are as follows: First, personal social services, customer trust, and positive emotions directly affected customers' revisit intention in the hair salon. Second, personal social services, customer value, and customer trust of hair salons directly affected the positive emotions. Third, personal social services and customer value of hair salons had a direct effect on the customer trust. Accordingly, in order to increase customers' revisit intention, it is necessary to enhance customer trust. and, in turn, customer value should be raised to increase customer trust. First, the hairdresser should form a personal bond with a customer so that the customer has his or her hair done by the hairdresser with trust. And the hairdresser should provide the consistent hair services that make the customer trust the service-giver. Additionally, the hairdresser should make sure that customer trust comes from the hairdressing technology, try to keep up with the development of technology and technical expertise, and show professionalism and friendliness in the hairdressing service process. It is also necessary to create sustainable management performance by conducting different customer operations and services by using marketing strategies that can maintain loyal customers with trust.