Earticle

초록

영어

This study investigates the impact of rapport, defined as the emotional bond formed between service providers and customers, on customers’ intention to revisit beauty salons. In the beauty service industry, competitiveness is shaped not only by technical expertise but also by the ability to respect customers’ individuality and emotions through personalized communication. Accordingly, this research examined how three service quality factors (reliability, responsiveness, and authenticity) influence rapport formation, and how rapport subsequently affects revisit intention. A survey was conducted with 185 beauty salon customers in Busan and the capital region using an online questionnaire. The collected data were analyzed with SPSS 29.0 through frequency analysis, factor analysis, reliability testing, correlation analysis, multiple regression analysis, and multivariate analysis of variance (MANOVA). Results indicated that rapport formation had a statistically significant positive effect on reliability, responsiveness, authenticity, and revisit intention, with the strongest associations observed between reliability and responsiveness. These findings suggest that the ability of beauty service providers to empathize with customers and communicate on a personalized level plays a critical role in building long-term customer loyalty and encouraging repeat visits. To strengthen rapport, the industry should establish emotional response guidelines and implement communication training programs tailored to generational characteristics.

중국어

本研究以美容店顾客为研究对象,考察了服务提供者与顾客之间形成的情感连接—— “情感纽带(Rapport)”对顾客再访意愿的影响.近期在美容服务领域,除了提供单纯的技术 完成度之外,尊重顾客个性与情感并进行定制化沟通的能力,正成为决定竞争力的核心要 素.因此,本研究旨在分析服务质量的三个子因素(可靠性,响应性,真诚性)如何作用于 情感纽带的形成,以及所形成的情感纽带引向再访意愿的结构化路径.调查通过对釜山和首 都圈美容店共185名使用者进行在线问卷调查完成,并使用SPSS 29.0程序进行了频率分析, 因子分析,信度验证,相关分析,多元回归分析及多变量方差分析(MANOVA).分析结果 表明,情感纽带的形成对可靠性,响应性,真诚性及再访意愿均产生了统计上显著的积极影 响,其中可靠性与响应性之间的相关性最高.此结果启示,美容服务提供者与顾客情感共 鸣,执行个性化沟通的能力,对确保长期顾客忠诚度及诱导再访具有重要作用.因此,现场 实践中需制定强化情感纽带的情感应对指南,并开发符合不同世代特性的沟通培训项目.

목차

Abstract
I. 서론
II. 이론적 배경
1. 라포(Rapport)의 개념과 특성
2.뷰티샵 이용자 특성에 따른 라포형성의 차이
3. 라포와 재방문 의도 간의 관계
III. 연구내용 및 방법
1. 연구문제
2. 연구 대상 및 연구 기간
3. 측정도구
4. 자료분석 방법
IV. 결과 및 고찰
1. 설문 응답자 일반적 특성
2. 신뢰도 검증 및 변수의 타당도
3. 신뢰성, 대응성, 진정성, 라포형성, 재방문 의도의 상관관계
4. 라포형성이 신뢰성, 대응성, 진정성, 재방문 의도에 미치는 영향
V. 결론
참고문헌
中文摘要

키워드

저자

• 한인선 [ In Sun Han | 부산보건대학교 글로벌뷰티계열 교수 ]
• 도주연 [ Ju Yeon Do | 영산대학교 관광문화예술대학 미용예술학과 교수 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646