The Effects of Hair Salon Designer Image Perceived by Female Customers on Customer Satisfaction and Customer Trust

This study investigated the effects of hair salon designer image perceived by female customers on customer satisfaction and customer trust. An online self-administered survey was conducted from April 8 to April 22, 2026, among women who had visited a hair salon during the previous year. Of the 263 questionnaires collected, 13 with missing responses or repeated identical answers were excluded, leaving 250 for analysis. Data were analyzed using frequency analysis, principal component analysis with Varimax rotation, reliability analysis, Pearson correlation analysis, and multiple regression analysis. Factor analysis identified three dimensions of designer image: professional image, emotional image, and external image. Customer satisfaction and customer trust were identified as separate factors. All three dimensions were significantly and positively correlated with both outcomes, and customer satisfaction was strongly correlated with customer trust. Emotional image had the greatest influence on customer satisfaction, followed by professional and external image. Professional image had the greatest influence on customer trust, followed by emotional image, whereas external image had no significant effect. These findings suggest that female customers evaluate designers based not only on appearance but also on professional knowledge, technical ability, communication, kindness, and consideration. Although a neat and refined appearance can enhance satisfaction, professional competence and customer-oriented attitudes are more important in building trust. Hair salons should therefore strengthen continuing education in technical skills, consultation, and customer service while supporting systematic image management. This study provides practical implications for improving designer image, customer satisfaction, and customer trust in hair salon services.