An Analysis of the Effects of Hair Salon Customers’ Usage Patterns on Customer Loyalty

This study aimed to analyze the impact of hair salon customer usage patterns on customer loyalty. A survey was conducted with 284 adult customers in Seoul and Gyeonggi Province who had visited hair salons. Hair salon usage patterns were determined by three factors: convenience, satisfaction, and perceived value. Customer loyalty was measured through behavioral loyalty and attitudinal loyalty. The analysis revealed that increased satisfaction and convenience had a significant positive impact on attitudinal loyalty, while increased value perception had a significant positive impact on behavioral loyalty. These results demonstrate that satisfaction and convenience are key factors in enhancing attitudinal loyalty, while value perception is key in enhancing behavioral loyalty. This provides practical implications for hair salons, which should simultaneously manage both satisfaction and perceived value to enhance customer loyalty.