The Effect of Hair Shop Customer Experience on Pleasure and Behavioral Intention

Kim, Jungsuk

Journal of the Korean Society of Cosmetology 2021;27(1):129-137.
Published online February 28, 2021.

헤어샵의 고객경험이 즐거움과 행동의도에 미치는 영향

김정숙

건국대학교 대학원 의류학과

The Effect of Hair Shop Customer Experience on Pleasure and Behavioral Intention

Jungsuk Kim

Dept. of Clothing, Graduate School, Konkuk University

Received: 6 September 2020 • Revised: 25 October 2020 • Accepted: 21 January 2021

Abstract

In this study, a self-written questionnaire was conducted for men and women who have experience in using hair beauty services to find out the effect of the customer experience of a hair shop on the emotional response and behavioral intention. A total of 426 data were used for the final analysis, and path analysis was performed using AMOS 18.0 to verify the research model. As a result of factor analysis, five factors were derived for customer experience, sensory experience, emotional experience, behavioral experience, cognitive experience, and relational experience, and two factors for pleasure were cognitive and emotional pleasure. As a result of path analysis, it was confirmed that emotional and cognitive experiences had positive (+) effects on cognitive pleasure and emotional pleasure, and sensory experiences had positive (+) effects only on cognitive pleasure. On the other hand, in the behavioral and relational experiences, the influence relationship did not appear. As a result of examining the relationship between pleasure, behavioral intention and influence, it was found that cognitive pleasure and emotional pleasure had a positive (+) effect on behavioral intention, and the relative influence was found to have a high cognitive influence. It has been found that it is important for hair beauty service consumers to experience pleasure through emotional experiences such as satisfaction with service results, anticipation for changed appearance, and enjoyment through cognitive experiences such as curiosity and interest. It is expected to be used in establishing marketing strategies for service provision.

Key Words: Behavioral intention, Customer experience, Pleasure