Effects of Human Service Quality in a Korean-style Skin Care Esthetician on Relationship Persistence and Revisit Intention

Purpose: The purpose of this study was to examine the relationship between the personal service quality of Korean skin care professionals and customer relationship persistence and revisit intentions. Methods: The study subjects were men and women with experience using skin care shops in Seoul and Gyeonggi Province. The collected data were analyzed using SPSS 25.0, including frequency analysis, t-tests, one-way ANOVA, and multiple regression. Results: The results are as follows. First, customers who visited Korean-style skincare shops at least once a week perceived higher levels of responsiveness and empathy from skincare therapists than those who did not. In addition, customers who visited two to three times per month showed greater relationship continuity with the skincare shop compared to those who did not. Furthermore, the more frequently customers visited Korean-style skincare shops, the higher their intention to revisit, particularly. Second, the higher the professionalism, responsiveness, and empathy of Korean-style skin care professionals, the higher the level of relationship persistence with the shops. Third, the higher the professionalism, responsiveness, reliability, and empathy of a Korean-style skin care professional, the higher the intention to revisit. Conclusion: To increase customer of relationship persistence and revisit intentions among Korean-style skin care salon customers, Korean-style skin care professionals must demonstrate trustworthy behavior, provide genuine service, provide professional skills, and provide systematic training and retraining.