The Influence of Multi-Sensory Elements in Premium Head Spa Spaces on Customers’ Emotional Responses: Focusing on the Impact of Sub-Factors of Sensory Experience

This study empirically examines the structural influence of sensory stimulation provided in premium head spa spaces on customers’ emotional responses and revisit intentions and aims to verify the mediating effect of emotional responses. An online survey was conducted with 300 women aged 20~40 residing in Seoul and the metropolitan area who had experienced premium head spa services. The collected data were analyzed using SPSS 26.0 to perform exploratory factor analysis, correlation analysis, and mediation effect testing (Baron and Kenny’s three-step procedure and the Sobel test). The findings show that sensory experience satisfaction positively influences both emotional response and revisit intention. Furthermore, emotional response partially mediates the relationship between sensory experience and revisit intention. These results highlight that carefully designed sensory experiences foster positive emotions, which in turn strengthen customer engagement and revisit behavior. This research expands prior work on general beauty salons to the premium head spa context, offering both theoretical insights and practical guidance for sensory-based spatial and marketing strategies.