Relationship Between Consumers Hair Care Behavior, Hair Salon Worker Selection Attributes, and Customer Satisfaction

In the beauty service industry, quality of life has improved along with economic development, and consumers' lifestyles have become more diverse. Unlike in the past, customers with rapid knowledge and diverse experiences place importance on individuality and have increased aesthetic desires. Accordingly, this study investigated the relationship between consumers' hair care behavior, preferences for beauty salon staff, and customer satisfaction. The limitations of this study are as follows. First, considering that there are more consumers in the study who do not visit regularly than there are consumers who visit regularly, generalizations may not be accurate. Second, because there is no designated hair salon and data on consumer satisfaction while traveling was collected together, the results of worker preference may be limited. To overcome the above limitations, we suggest that future research consider the following directions. First, it is necessary to equally compare consumers who visit beauty salons regularly and those who do not visit regularly, or conduct research targeting regular consumers. Second, worker preference and satisfaction data should be collected from consumers who have designated hair salons and studied separately or compared. Based on the results of this study, it is judged that continued research is necessary to identify the tendency of consumers to follow the style of the worker and to find ways to attract designated customers.