The Effect of Generational Beauty Shop Consumption Value on Customer Loyalty

With the improvement of living standards, modern consumers are increasingly interested in beauty, leading to changes in consumption patterns that reflect personal values and desires beyond the functional aspects of products. This study analyzes the impact of generational consumer values, from Baby Boomers to Generation Z, on customer loyalty in beauty salons. Consumer values are categorized into quality functional value, price functional value, social value, and emotional value, and their influence on customer loyalty is examined across generations. The results show significant generational differences in consumer values, each of which has a meaningful impact on customer loyalty. Baby Boomers prioritize stability and reliability, emphasizing practicality. Generation X values practicality and economic efficiency, with price-functional and emotional values playing key roles in customer loyalty. Millennials (Generation M) are most influenced by emotional value, while Generation Z emphasizes the latest trends and social values, which significantly affect their loyalty. This study highlights the need for differentiated marketing strategies based on generational differences in consumer values, providing foundational insights for effective customer management and sales growth in beauty salons.