The Impact of Systematic Services in Esthetic Salons on Customer Loyalty and Revisit Intention

This study aimed to explore how systematic services in esthetic salons influence customer loyalty and revisit intention, offering valuable insights for marketing and customer management in the industry. A survey was conducted among 260 individuals with prior experience at esthetic salons in Gwangju Metropolitan City, with data collected via online survey links shared through messenger and text messages. The analysis, performed using SPSS 25.0, revealed the following key findings: Factors such as appointment systems, additional services, waiting times, and pricing policies positively impact customer loyalty. These elements also significantly influence revisit intention, with the convenience of appointment scheduling and the availability of additional services playing particularly important roles. Additionally, the study found that higher customer loyalty increases the likelihood of repeat visits. These findings suggest that aesthetic salon owners can improve customer retention and loyalty by implementing well-structured service systems and effective management strategies. Strengthening these aspects can enhance salon competitiveness and provide practical strategies for long-term customer engagement.