Effects of Core Job Competencies of Estheticians on Satisfaction and Revisit Intention

Purpose: This study examined the effects of estheticians’ core job competencies on customer satisfaction and revisit intention. Moreover, it analyzed the mediating role of customer satisfaction in these relationships.Methods: A total of 340 adults aged 20–50, all with experience using skincare services in Seoul, Gyeonggi, and Chungcheong, participated in an online self-administered survey. The 46-item questionnaire comprised items related to demographic characteristics, skincare usage patterns, professionalism, communication competence, customer satisfaction, and revisit intentions. Data were analyzed using frequency analysis, an χ²-test, <i>t</i>-tests, One-way analysis of variance (ANOVA), multiple regression, and hierarchical regression analysis.Results: Professionalism factors, including management skill, consultation ability, and treatment technique, significantly increased customer satisfaction, with management skill demonstrating the strongest effect. Communication competence factors, including empathy, attitude, and understanding, also had a positive impact on customer satisfaction. Professionalism and communication competence significantly increased revisit intention, with customer satisfaction having a partially mediating effect on these relationships.Conclusion: The findings indicate the significance of developing customer-centered competencies, particularly management proficiency, counseling skills, and treatment techniques, to strengthen customer satisfaction and loyalty. These findings provide a foundation for establishing education programs and practical strategies aimed at strengthening esthetician competencies.