The Effect of Makeup Shop Selection Attributes on Customer Satisfaction and the Mediating Effect of Customer Value

This study aimed to empirically examine the impact of makeup shop selection attributes on service value and customer satisfaction, and to provide useful baseline data for service improvement, customer experience management, and marketing strategy development. The study targeted male and female customers in their 20s to 50s who visited makeup shops in Gwangju Metropolitan City that were ranked 1st to 5th in portal searches. The results are as follows. First, makeup shop selection attributes emerged as a significant antecedent factor in shaping service value. In particular, expertise had the greatest influence, while accessibility, customer service, and price were also identified as factors that significantly increased service value. Second, among the selection attributes, customer service and expertise were identified as key factors determining customer satisfaction. Third, service value was identified as a key variable that positively influenced not only customer satisfaction but also revisit intention and recommendation intention. Fourth, customer service was identified as the most powerful factor influencing both revisit intention and recommendation intention. Consequently, this study empirically confirmed that the competitiveness of a makeup shop is determined not only by technology-centered functional quality, but also by the sum of human service quality, environmental value, and the overall service value perceived by customers.