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April 30, 2026Journal of the Korean Society of CosmetologyOpen Access

The Effects of Hairdressing Service Encounter Factors on Customer Satisfaction and Behavioral Continuance Intention: Focusing on the Mediating Role of Affective Commitment

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Authors

JJJi-Yeon Jang

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Overview

Research finds customer satisfaction and continuance intention are enhanced by service factors, indicating affective commitment's mediating role.

Key Points

  • This research explores how hairdressing service encounter factors impact customer satisfaction and behavioral continuance intention.
  • Online survey with 450 respondents conducted in July–August 2025
  • Utilized factor analysis and regression analysis
  • Conducted three-step mediation analysis to test affective commitment
  • Service factors increased affective commitment, influencing customer satisfaction and continuance intention.
  • Customer satisfaction was significantly affected by service delivery, consultation, supplementary services, payment, and greeting.
  • Affective commitment showed strong positive effects on both customer satisfaction and continuance intention.

Cite This Study

Ji-Yeon Jang (2026) studied this question.

synapsesocial.com/papers/69f2a4b78c0f03fd67763c53https://doi.org/10.52660/jksc.2026.32.2.556
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