| Research Article |
| Effects of Estheticians’Appearance Image and Uniform Wearing on Customer Satisfaction and Revisit Intention |
| Eun Mi Kim1, Won Yeong Gu1, Seunghee Bae2 |
1Department of Cosmetics Engineering, Konkuk University, Seoul, Korea
2Department of Biological Engineering, Konkuk University, Seoul, Korea |
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Received: April 13, 2026; Accepted: July 2, 2026. Published online: July 27, 2026. |
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| ABSTRACT |
Purpose:
The beauty service industry relies heavily on direct interactions between service providers and customers; making the external image of beauty professionals an important factor that shapes customer expectations. This study empirically examined the effects of estheticians’ appearance image and professional uniform wearing on customer satisfaction and revisit intention among customers of aesthetic services.
Methods:
A survey was conducted among 204 adult men and women with prior experience using aesthetic services. The collected data were analyzed using SPSS WIN 27.0. Frequency analysis, one-way analysis of variance (ANOVA), and multiple regression analysis were employed to examine the relationships among the study variables.
Results:
First, significant differences in perceptions of estheticians’ appearance image and uniform wearing were identified according to respondents’age, educational level, and occupation. Second, all subfactors of estheticians’ appearance image—skin condition, body shape, and hairstyle had significant positive effects on customer satisfaction. Third, perceptions of uniform design significantly influenced customer satisfaction. Fourth, positive perceptions of estheticians wearing professional uniforms significantly increased both customer satisfaction and revisit intention.
Conclusion:
The findings indicate that estheticians’ appearance image and professional uniform wearing function as more than simple visual attributes. Rather, they play a critical role in fostering customer trust, enhancing emotional satisfaction, and encouraging behavioral outcomes, including revisit intention. This study contributes to both theory and practice by providing quantitative evidence that visual cues related to appearance and professional attire significantly influence customer perceptions and behavioral intentions in the aesthetic service industry.
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| Key words:
Esthetics, Appearance image, Uniform wearing, Customer satisfaction, Revisit intention |
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