Effects of Hair KS-SQI Service Quality on Customer Satisfaction and Online Behavioral Intentions

This study empirically examined the effects of hair KS-SQI service quality on customer satisfaction and online behavioral intentions among hair beauty service consumers. An online survey was conducted with 361 participants, and the data were analyzed using frequency analysis, exploratory factor analysis, descriptive statistics, correlation analysis, and multiple regression analysis. The results were as follows. First, regarding the effects of hair KS-SQI service quality on customer satisfaction, reliability, internal environment, core service, problem-solving, kindness, and accessibility had a significant positive(+) effect on customer satisfaction, with reliability showing the greatest influence. Second, regarding the effects of hair KS-SQI service quality on online behavioral intentions, reliability, problem-solving, unexpected supplementary service, internal environment, kindness, and accessibility had a significant positive(+) effect on online behavioral intentions, with reliability again emerging as the most influential factor. Third, regarding the effect of customer satisfaction on online behavioral intentions, higher levels of customer satisfaction were associated with greater online behavioral intentions, including review writing and SNS sharing. These findings suggest that systematically managing KS-SQI service quality factors is essential for enhancing customer satisfaction and promoting positive online behavioral intentions in the hair beauty service industry, and highlight the importance of reliability-centered service management strategies.