Effects of Nonverbal Communication Factors of Beauty Service Providers on Customer Satisfaction and Behavioral Intention: Focusing on Customers in their 20s in the Seoul Metropolitan Area

Purpose: This study examines how nonverbal communication factors of beauty service providers influence customer satisfaction and loyalty intentions. Methods: A survey was conducted with 270 valid responses from customers in their 20s who used beauty salons in the Seoul metropolitan area. Data were analyzed using SPSS 25.0 to assess the effects of nonverbal communication on customer satisfaction and loyalty. Results: The results indicate that body language, spatial language, and auditory language significantly and positively affect satisfaction and loyalty. Furthermore, customer satisfaction was found to mediate the relationship between nonverbal communication and loyalty intention. Conclusion: These findings highlight the crucial role of nonverbal communication in shaping customer experiences and loyalty, offering practical implications for enhancing service quality in the beauty industry.