Effect of male Brazilian Sugaring Waxing Preference and Procedure Satisfaction on Revisit Intention

Abstract

This study aims to improve management performance through measures to revitalize the domestic male Brazilian waxing industry by investigating how customer preferences and procedure satisfaction affect revisit intention for male Brazilian sugaring waxing. This study surveyed 300 men in their 30s and 40s who experienced Brazilian waxing more than once at a waxing shop located in Chungbuk and the metropolitan area. Preference was classified using five sub-factors: ease of use, facility, resulting quality, employee response, and price policy, and procedure satisfaction was classified using four sub-factors: performance factor, economic factor, physical factor, and social psychological factor. Among the nine factors, economic factors and physical factors did not correlate with revisit intention, so the influence of the remaining seven factors was measured, and the results of the study are as follows. First, the research hypothesis was partially adopted that the preference for male Brazilian sugaring waxing would not affect the revisit intention. Among the sub-factors of preference, it was found that price policy and resulting quality had a positive effect on revisit intention, and convenience of use, facilities, and employee response did not significantly affect revisit intention. Second, a research hypothesis was also partially adopted that the satisfaction of the procedure for male Brazilian sugaring waxing would not affect the revisit intention. Among the sub-factors of procedure satisfaction, only performance factor was found to have a positive effect on revisit intention. This study found that the resulting quality, price policy, and performance factors closely influenced the revisit intention of male Brazilian sugaring waxing shops. Therefore, this study suggests that the preference for male Brazilian sugaring waxing and the satisfaction with the procedure should be studied in more detail to increase the revisit intention.