The Impact of Hair Salon Customer Acceptance Attitude on Service Environment Perception

This study aimed to analyze the effect of beauty salon customer acceptance attitude on service environment perception. A survey was conducted on 335 adults who visited beauty salons in Seoul and Gyeonggi-do. Customer acceptance attitude consisted of three factors: information responsiveness, information trust, and information accessibility. Service environment perception was measured through emotional resilience, spatial suitability, and perceived crowding. As a result, information responsiveness and trust acceptance had a significant positive effect on service environment perception, but information accessibility acceptance did not have a significant positive effect. These results suggest that customers’ emotional responses and information trust have a greater effect on service environment perception than information accessibility. This study provides practical implications for designing customer-centered service environments and establishing marketing strategies.