The Effect of Recovery Fairness on Customer Satisfaction Due to the Failure of Beauty Parlor Service by Consumers in Their 20s

Abstract

This study investigated the effect of recovery fairness and customer satisfaction according to the failure of beauty salon service of consumers in their 20s, and prepared countermeasures against failure of beauty salon service and methods of customer retention to be used as basic data for establishing marketing strategies. There is a purpose of research. 230 copies were distributed through online and offline surveys, and among the 224 copies collected, 216 copies were used for the final analysis, excluding 8 questionnaires that were not suitable for analysis. The collected data were subjected to frequency analysis, exploratory factor analysis, Pearson's correlation analysis, and multiple regression analysis using the SPSS 21.0 statistical package program. As a result of the analysis, it was found that hair salon service failure partially had a statistically significant effect on recovery fairness, and recovery fairness had a statistically significant effect on customer satisfaction. Therefore, recovery fairness for service failure for long-term customer management is an important factor. Showing an attitude of understanding customer complaints through psychological recovery measures that listen to and sympathize with consumers' complaints as well as material compensation when service failures occur can be one way to increase customer satisfaction. In addition, it is necessary to educate the fair handling system according to service failure through technical training, trend training, and systematic employee training programs. , it is thought that it will be possible to establish a plan for customer retention and long-term customer management.