The Influence of Hairstylist’s Verbal Communication on Customer Satisfaction and Revisit Intention in Middle-aged and Older Customers

Abstract

This study attempted to investigate the influence of a hairstylist’s verbal communication on customer satisfaction and revisit intention against middle-aged and older customers. The goal is to grow business by understanding their characteristics and improving the quality of beauty services. For this, a questionnaire survey was performed against middle-aged and older beauty salon customers in Seoul from October 12 to November 5, 2022. A total of 380 copies were used for final analysis, and the results found the followings: First, a hairstylist’ verbal communication had a positive influence on customer satisfaction. Second, a hairstylist’ verbal communication showed a positive effect on revisit intention. The above results confirm that sincere communications and professional skills are necessary for hairstylists. It is anticipated that the study results would be helpful in maintaining a solid relationship with middle-aged and older customers and improving business.