The Impact of Service Quality on Customer Satisfaction and Perceived Value in Skincare Salons

This study aimed to empirically investigate how the quality of human service in skincare salons affects customers' perceived service value and their overall satisfaction. To achieve this, a questionnaire survey was conducted among customers of skincare salons in the capital region and Gyeongsang-do. Based on the collected data, multiple regression analysis was used to examine the impact of human service factors such as friendliness, professionalism, reliability, and extroversion on service value and customer satisfaction. The study revealed that human service significantly influenced emotional, functional, and social value, while service value had a positive effect on customer satisfaction. Notably, professionalism and extroversion among the human service factors were found to play key roles in enhancing service value and customer satisfaction. It is anticipated that this paper will provide valuable insights for developing effective management strategies for skincare salons.