The Effect of Hair Shop Servicescape on Customer Satisfaction: The Mediating Effect of Human Service

Yun, Mi-Hwa; Cha, Hye-Ok; Lee, Eun‐Hye; Park, Hyeon-Ji; Kwon, Oh-Hyeok

doi:10.52660/jksc.2022.28.3.553

J Korean Soc Cosmetol

2022

DOI: 10.52660/jksc.2022.28.3.553

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The Effect of Hair Shop Servicescape on Customer Satisfaction: The Mediating Effect of Human Service

Mi-Hwa Yun¹,

Hye-Ok Cha²,

Eun‐Hye Lee³

et al.

Abstract: The purpose of this study is to present the importance of servicescape and human service, suggest ways to improve hair shops, and strengthen the competitiveness of hair workers through continuous education to increase the competitiveness of hair shops in the highly competitive beauty industry. To this end, a survey was conducted on 380 men and women in their 20s and 60s living in Seoul and Gyeonggi Province from December 1, 2021 to January 3, 2022. For data analysis, frequency analysis, factor analysis, reliab… Show more

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Effect of Servicescape in Hair Shop on Relationship Persistence Intention

Na,

2023

J Korean Soc Cosmetol

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This study investigates the components of the service landscape, the physical environment of a hair shop, to determine whether these components affect relationship continuance intention and to suggest ways to improve the quality of hair shop services and strengthen the competitiveness of customized services. The data were analyzed using SPSS Statistics 27.0 program with 541 questionnaires, and all empirical analyses were verified at the 5% significance level. As a result of analyzing whether there are differences in the service landscape according to the usage status of hair shops, the main services received at hair shops showed significant differences in aesthetics and newness, and scalp and hair care was the highest in both factors. When it comes to the reasons for choosing a hair shop, good atmosphere and facilities were higher for aesthetics and newness, and good technology was higher for convenience. The reason for using a hair shop was higher for stress relief than for aesthetics, indicating that consumers are more likely to visit a shop with good facilities and a good atmosphere for scalp and hair health, personal relaxation, and stress relief than for simple hairstyling.

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Effect of Servicescape in Hair Shop on Relationship Persistence Intention

Na,

2023

J Korean Soc Cosmetol

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A Study on the Effect of the Physical Servicescape of Nail Shop on the Customer’s Internal Responses: The Moderating Effect of Service Encounter Quality

Lee,

Kim

2024

J Korean Soc Cosmetol

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This study analyzed the effect of the physical servicescape factor on the customer’s internal response, and analyzed the moderating effect of service encounter quality in this influence relationship. In order to achieve the purpose of the study, variables for each research analysis were derived by reviewing previous studies related to physical servicescape, internal response, and service encounter quality. Subsequently, after establishing a research model and collecting response data of a total of 238 people through a questionnaire method, the hypotheses of this study were verified using the statistical processing program SPSS 26.0. The main research results according to the above research purpose and method are summarized as follows. First, as a result of analyzing the effect of the quality evaluation level of physical servicescape factors perceived by nail shop consumers on their internal response level, the atmosphere factor had the strongest positive effect on the internal response level to the nail shop service. Second, as a result of analyzing the moderating effect of service encounter quality in the relationship between the quality evaluation level of the components of the nail shop’s physical servicescape perceived by nail shop consumers on the level of internal response to their nail shop service, the service encounter quality alone had a positive effect on internal response, but no moderating effect was observed. Through the above research results, this study presented implications for the internal and external dimensions for improving the quality of nail shop service.

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The Effect of Hair Shop Servicescape on Customer Satisfaction: The Mediating Effect of Human Service

Cited by 2 publications

References 6 publications

Effect of Servicescape in Hair Shop on Relationship Persistence Intention

Effect of Servicescape in Hair Shop on Relationship Persistence Intention

A Study on the Effect of the Physical Servicescape of Nail Shop on the Customer’s Internal Responses: The Moderating Effect of Service Encounter Quality

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