The Effect of Customer Engagement of Beauty Salon on Behavioral Intention according to Planned Behavior Theory

This study aims to examine the impact of customer engagement based on the theory of planned behavior on behavioral intentions for customers who use beauty salons, and is meaningful in establishing strategies to attract customers, which are the most important in operating beauty salons and increasing sales. To this end, a non-face-to-face self-written questionnaire required for the study was used, and a total of 756 copies were used for the final analysis. Based on the collected data, frequency analysis, exploratory factor analysis, and reliability analysis were judged by Cronbach's α coefficient, and regression analysis and identification of mediating effects were analyzed using the SPSS 22.0 program to verify hypotheses. According to the analysis, the relationship between each independent variable, "custom engagement", the parameter, "planning behavior theory", and the dependent variable, "action intention", had a significant positive (+) effect on each other, and all variables of planning behavior theory were found to have partial mediating effects. Therefore, it is necessary to induce members of the salon to visit the salon by grasping and considering the characteristics of each customer. In order to establish and maintain a direct and meaningful relationship with customers in the beauty salon space, a lot of attention should be paid to customer engagement, and it should lead to a planned revisit of customers. In other words, in order to ultimately affect the behavioral intentions of customers in running and operating beauty salons, employees and managers should strive for smooth 1:1 customized communication with customers and establish specialized strategies and membership systems inside beauty salons. Then, it is expected that the customer's behavioral intentions, such as satisfaction, revisit, and continuous use, will increase to new customers through positive word of mouth, recommendations, and introduction. In the follow-up study, we hope that more reliable studies will come out through the segmentation of new and diverse variables that fit the eye level of customers visiting beauty salons by targeting a wide range of regions and age groups to further help the management and operation of beauty salons.