The Mediating Effect of Customer Value in the Relationship between Beauty Salon Marketing Mix and Revisit Intention among Generation MZ

This study aimed to explore the impact of the beauty salon marketing mix on revisit intentions among Generation MZ and the mediating effect of customer value. Data analysis was conducted using SPSS 26.0, with demographic characteristics analyzed through frequency analysis. Reliability analysis was performed on the marketing mix, customer value, and revisit intention to assess the reliability of the survey instrument. Additionally, multiple regression analysis was used to examine the relationships between the variables. The findings are as follows: First, in terms of the respondents' demographic characteristics, the highest response rates were from individuals in their 20s, unmarried, with a college degree, employed in office jobs, and earning less than 2 million KRW per month. Second, when examining the mediating effect of emotional value on the relationship between the beauty salon marketing mix and revisit intention for MZers, it was found that product, price, place, and promotion all served as partial mediators. Third, when analyzing the mediating effect of functional value, product and price were found to be partial mediators, while place and promotion served as full mediators. In other words, for Generation MZ, emotional value influenced revisit intentions through all four elements of the marketing mix, while functional value only affected revisit intentions through product and price, with place and promotion not acting as mediators.