The Effects of Hairdressing Service Encounter Factors on Customer Satisfaction and Behavioral Continuance Intention: Focusing on the Mediating Role of Affective Commitment

This study examined the effects of hairdressing service encounter factors on customer satisfaction and behavioral continuance intention and tested the mediating role of affective commitment. Based on an online survey conducted in July–August 2025 (N=450), factor analysis, regression analysis, and a three-step mediation analysis showed that consultation, supplementary services, and service delivery increased affective commitment (R²=.501). Customer satisfaction (R²=.625) was significantly influenced by service delivery, consultation, supplementary services, payment and greeting, and reservation and reception, while behavioral continuance intention (R²=.585) was significantly influenced by consultation, service delivery, supplementary services, and payment and greeting. Affective commitment increased satisfaction (β=.661) and continuance intention (β=.766), and partial mediation was confirmed.