Determinants of Scalp Care Behavior among Beauty Service Users: Customer Experience and Consumption Value

This study empirically examined the effects of customer experience and consumption value on head spa and scalp care behavior among 261 adult consumers who had used head spa or professional scalp care services. Customer experience was operationalized into two dimensions, management expertise and service environment, while head spa and scalp care behavior was divided into professional care behavior and home care behavior. Data collected from a structured questionnaire were analyzed using SPSS WIN 21.0 through frequency analysis, factor analysis, reliability analysis, descriptive statistics, correlation analysis, multiple regression analysis, and simple regression analysis. The results showed that customer experience and consumption value were significantly and positively correlated with head spa and scalp care behavior. Regarding the regression results, among the sub-factors of customer experience, only management expertise had a significant positive effect on head spa and scalp care behavior as well as on professional care and home care behavior, whereas service environment did not show a significant effect. Consumption value had a significant positive effect on head spa and scalp care behavior overall, and its explanatory power was higher for professional care behavior than for home care behavior. These findings suggest that strengthening scalp care practitioners' perceived expertise and enhancing customers' perceived value relative to the cost and time invested are critical strategies for encouraging continuous scalp care behavior. The results provide practical implications for service quality management and marketing strategy development in the head spa and scalp care industry.