Empirical Analysis of Rapport Formation and Revisit Intention among Beauty Salon Customers

This study investigates the impact of rapport, defined as the emotional bond formed between service providers and customers, on customers' intention to revisit beauty salons. In the beauty service industry, competitiveness is shaped not only by technical expertise but also by the ability to respect customers' individuality and emotions through personalized communication. Accordingly, this research examined how three service quality factors (reliability, responsiveness, and authenticity) influence rapport formation, and how rapport subsequently affects revisit intention. A survey was conducted with 185 beauty salon customers in Busan and the capital region using an online questionnaire. The collected data were analyzed with SPSS 29.0 through frequency analysis, factor analysis, reliability testing, correlation analysis, multiple regression analysis, and multivariate analysis of variance (MANOVA). Results indicated that rapport formation had a statistically significant positive effect on reliability, responsiveness, authenticity, and revisit intention, with the strongest associations observed between reliability and responsiveness. These findings suggest that the ability of beauty service providers to empathize with customers and communicate on a personalized level plays a critical role in building long-term customer loyalty and encouraging repeat visits. To strengthen rapport, the industry should establish emotional response guidelines and implement communication training programs tailored to generational characteristics.