The Influence of Wedding Makeup Salon Selection Attributes on Customer Satisfaction and Word-of-mouth Intention

In wedding ceremony culture, it is perceived that formal wedding procedures such as wedding videography and main wedding ceremony are essential. In particular, makeup is a must-have element in completing such wedding ceremony. This study attempted to unveil the influence of wedding makeup salon selection attributes on customers satisfaction and word-of-mouth intention and find a way to enhance competitiveness for the continued growth and development of wedding makeup industry. For this, a questionnaire survey was performed against those who had services at a wedding makeup salon before. The collected data were analyzed by frequency analysis, factor analysis, reliability and regression analysis, using SPSS 26.0, and the results found the followings: First, ‘environment and facilities’, ‘professionalism’ and ‘nearness’ had a statistically significant effect on customer satisfaction. Second, customer satisfaction affected word-of-mouth intention with statistical significance. In other words, customer satisfaction developed into word-of-mouth intention which encourages others to acquire the services. Therefore, it appears that it is needed to develop a marketing strategy based on customer satisfaction and word-of-mouth intention through the improvement of selection attributes which can meet customer needs and use it in attracting new customers. As a result, it would be possible to increase sales through sales promotion and keep wedding makeup salon business stable.