Effects of Beauty Service Workers’ Image-Making on Customer Satisfaction and Revisit Intention

Abstract

Purpose: This study aims to investigate the effect of image-making of beauty service workers on revisit intention, focusing on the mediating effect of customer satisfaction.Method: A program analysis using the Statistical Package for the Social Sciences (SPSS) was performed to investigate how the image-making of beauty service workers affects customer satisfaction.Results: Image-making of beauty service workers positively affects customer satisfaction and revisit intention. In particular, the social image of beauty service workers had a significant impact on revisit intention via customer satisfaction.Conclusion: Customers are satisfied with the beauty service if they perceive the image-making of the beauty service workers positively, so education and management will be required. Furthermore, factors such as the internal image, external image, and social image of beauty service workers influence the intention to revisit through customer satisfaction. Therefore, beauty service workers must put effort into self-confidence, manners, neat attire, correct posture and attitude, good feeling, and self-branding, among others, to increase customer satisfaction.