The Effects of Service Encounter in Beauty Shops on Emotional Responses and Customer Trust

This study aimed to confirm the necessity of service encounters, specifically interaction quality, outcome quality, and physical environment quality, among beauty shop customers and to examine their effects on customer trust, with the goal of providing foundational support for the development of service systems and decision-making criteria. For this purpose, a questionnaire survey was conducted among Korean adult women aged 20 to 59 who had experience with beauty shop services from December 24 to 26, 2025. A total of 300 questionnaires, excluding those with insufficient responses, were used for the final analysis, and the results were as follows: First, service encounter had a statistically significant influence on emotional responses. Second, service encounter showed a significant effect on customer trust. In sum, these findings are expected to contribute to the development of foundational data needed to establish a service quality management system in the beauty industry.