Influence of Beauty Service Workers’ Communication Types on Revisit Intention with a Focus on the Mediating Effect of Rapport

Purpose: This study aimed to verify the effect of the communication type of beauty service workers on the formation of rapport with customers and their revisit intention.Methods: Data were collected from university students regarding the use of beauty salons in the metropolitan area. They were then analyzed in SPSS 25.0 using frequency, factor, reliability, and regression analysis.Results: This study found that beauty service workers’ communication type positively affected rapport formation and revisit intention. Specifically, their verbal communication had a significant effect on revisit intention through the formation of rapport.Conclusion: Since beauty service workers’ communication positively affects the formation of rapport with customers, education in and the management of verbal and nonverbal communication is necessary. In addition, as verbal communication affects revisit intention through rapport formation, these workers should make efforts to use caring vocabulary, employ professionalism, and consider their clothes, gaze processing, and attitude.