Effect of Servicescape in Hair Shop on Relationship Persistence Intention

Abstract

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.