The Relationship Between Hair Salon Customers’ Preference for Hair Designers, Salon Style Preference, and Customer Loyalty

In today’s rapidly changing market, effectively responding to evolving customer needs and securing a competitive advantage in a highly competitive environment requires not only attracting new customers but also implementing long-term relationship strategies with repeat customers who designate specific hair designers. As competition among hair salons intensifies, customers’ expectations for service quality have risen, and they increasingly seek not only basic treatments but also satisfaction and happiness through a new image and transformation. This study aims to examine the relationships among hair designer preference, salon style preference, and customer loyalty, and to analyze the causal relationships among these variables. An online survey was conducted for one month in April 2024, and the collected data were analyzed using SPSS 22.0. Specifically, frequency analysis, factor analysis, reliability analysis, Pearson correlation analysis, and regression analysis were performed. The results revealed significant positive correlations among hair designer preference, salon style preference, and customer loyalty. Furthermore, hair designer preference was found to have a statistically significant effect on salon style preference, and both hair designer preference and salon style preference had statistically significant effects on customer loyalty. These findings suggest that enhancing hair designers’ professionalism and managing salon styles are critical for improving customer loyalty. Building trust with customers and delivering highly satisfying services can serve as key strategies for encouraging repeat visits. This study can serve as a foundational resource for establishing marketing and customer management strategies in hair salons.