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The Effect of Hair Stylist's Professional Image on Customers' Makeover Needs and Recommendation Intention

The purpose of this study is to research the effect of the hair stylist’s professional image has on customers' makeover needs and recommendation intention. Customers aged from 20 to 50 were surveyed over a period of 5 weeks resulting in data from a total of 604 customers. The results of the survey were analyzed using SPSS 22.0. An exploratory factor analysis was conducted with the principal components method being used as the factor extraction method in order to extract factors that have a value greater than or equal to the specified eigenvalue. By conducting a varimax rotation in relation to factor rotation, this study has derived six hypotheses. The study results show that the validity and reliability were sufficiently high in the relationship between the hair stylist’s professional image, the customers’ makeover needs, and recommendation intention. It was found that the hair stylist’s professional image, the customer's makeover desires, and the recommendation intention had a significant positive (+) effect on each other. As a result of this study, it was confirmed that the hair stylist’s professional image was an important factor in satisfying the customer’s makeover needs and also influenced the recommendation intention. Therefore, this suggests that the hairstylist’s professional image will help raise customers’ trust and satisfaction and will contribute to raising the value of the beauty industry, and help develop the beauty industry.