This study empirically analyzed the structural causal relationships among servicescape, rapport formation, and customer satisfaction in hair salons, targeting general adults in the Gwangju and Jeonnam regions. In particular, the mediating effect of rapport formation on the relationship between servicescape and customer satisfaction was examined. The analysis revealed the following findings: First, significant differences were observed in the level of rapport formation according to hair salon usage status, highlighting the importance of providing emotionally tailored connections for customers. Second, rapport formation was identified as a significant factor positively influencing customer satisfaction. Third, the aesthetics, trendiness, convenience, and accessibility of the servicescape had significant effects on both rapport formation and customer satisfaction, with rapport formation serving as a partial mediator in these relationships. These results suggest that enhancing the physical environment of hair salons, as well as building trust-based rapport with customers, are effective strategies for improving customer satisfaction. Furthermore, the findings provide foundational data for the sustainable provision of customer-centered beauty services.
Na et al. (Thu,) studied this question.