No abstract

In the modern times when good appearance is a key factor to gain a competitive advantage, hairstyling is a service that people must have to improve their personal image. Customers keep a conversation with a hairdresser to let him/her know what they want. This study attempted to seek a plan to make beauty industry more competitive by examining the effects of hairdressers’ communication on customer satisfaction and relationship continuity. For this, the influence of hairdresser-customer communication on customer satisfaction and effects of customer satisfaction on relationship continuity were investigated, and the results found the followings: Verbal communication had an influence on customer satisfaction. In nonverbal communication, ‘appearance language’, ‘pseudo language’ and ‘facial language’ were influential. In addition, customer satisfaction affected relationship continuity. The above results confirm that both verbal and nonverbal communications play a critical role in providing hairdressing services. Therefore, it is anticipated that achieving the service level that customers expect would improve customer relationships by increasing customer satisfaction and make a contribution to the growth and development of beauty industry.