Satisfaction with Service Quality and Re-treatment Intention according to Perception of Eyebrows and Motives for Semi-permanent Makeup Eyebrow Treatment

Abstract

This study attempted to investigate people’s satisfaction with service quality and re-treatment intention according to the perception of eyebrows, semi-permanent makeup and motives for eyebrow treatment against those in their 20-50s or older, who had semi-permanent makeup or eyebrow treatment before, and the results found the followings: In terms of eyebrow shape, ‘standard’ was the highest with 37.7%, followed by ‘straight (21.7%)’ and ‘angular (18.3%)’. When asked how much satisfied they are with their eyebrow shape, ‘not satisfied (2 points)’ was responded with 2.33 points in average. When asked what bothers them about their eyebrows, ‘loss of eyebrows (18.7%)’ was most responded, followed by ‘unsatisfying shape (18.5%)’. When asked if an eyebrow shape has an influence on their personal image, ‘4.52 points’ was observed in average, being positioned between ‘likely (4 points)’ and ‘very likely (5 points)’. Concerning the effects of the motives to get a semi-permanent makeup or eyebrow treatment on satisfaction with service quality, ‘aesthetic interest’ and ‘pursuit of convenience’ revealed a positive influence with statistical significance. Regarding the effects of satisfaction with such service quality on re-treatment intention, ‘satisfaction with the process’ and ‘satisfaction with the results’ showed a positive influence with statistical significance. In addition, motives to get a semi-permanent makeup or eyebrow treatment, satisfaction with service quality and re-treatment intention were very high with 3.84 points in average. In other words, the above results confirm that motives to get a semi-permanent makeup or eyebrow treatment and satisfaction with service quality have a positive correlation with retreatment intention.