| 뷰티서비스 종사자의 커뮤니케이션 유형과 재방문의도의 관계에서 라포의 매개효과를 중심으로
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| 박선주 |
| 용인대학교 미용경영학과, 경기도 용인시, 한국 |
| Influence of Beauty Service Workers’ Communication Types on Revisit Intention with a Focus on the Mediating Effect of Rapport |
| Sun-Ju Park |
| Department of Beauty Business, Yongin University, Yongin-si, Gyeonggi-do, Korea |
| 美容服务人员的沟融洽通方式对重访意愿的影响 |
| 朴善柱 |
| 龙仁大学美容经营学科，京畿道龙仁市，韩国 |
| Corresponding author: |
Sun-Ju Park ,Tel: +82 31 8020 3694, Fax: +82 31 8020 3694, Email: sj7864@hanmail.net
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Received: April 1, 2024; Accepted: July 24, 2024. Published online: August 8, 2024. |
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| ABSTRACT |
Purpose:
This study aimed to verify the effect of the communication type of beauty service workers on the formation of rapport with customers and their revisit intention.
Methods:
Data were collected from university students regarding the use of beauty salons in the metropolitan area. They were then analyzed in SPSS 25.0 using frequency, factor, reliability, and regression analysis.
Results:
This study found that beauty service workers’ communication type positively affected rapport formation and revisit intention. Specifically, their verbal communication had a significant effect on revisit intention through the formation of rapport.
Conclusion:
Since beauty service workers’ communication positively affects the formation of rapport with customers, education in and the management of verbal and nonverbal communication is necessary. In addition, as verbal communication affects revisit intention through rapport formation, these workers should make efforts to use caring vocabulary, employ professionalism, and consider their clothes, gaze processing, and attitude. |
| Key words:
Beauty service, Verbal communication, Nonverbal communication, Rapport, Revisit intention |
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