Effect of Hair Salon Service Quality and Perceived Value on Purchasing Behavior

This study attempted to investigate the effect of service quality and perceived value of hair salons on purchase behavior. As the quality of life of customers increases due to the rapidly increasing economic growth of the beauty service industry, individual economic porridge also increased. Caring and investing for oneself has become a very important means in Korean society. The subjects of this study were conducted on hair salon consumers, and the self-entry questionnaire method was used as a data collection method. A total of 400 questionnaires were distributed and 375 copies were collected, of which 354 questionnaires were used for analysis as final analysis data. SPSS 22.0 was used to analyze the collected data, and the data analysis method is as follows. Frequency analysis was used to find out the general characteristics of the survey subjects, factor analysis (main component analysis, verimex use), Factor analysis was conducted to find out the validity and reliability of each variable, and regression analysis was conducted to find out the effect of service quality and perceived value on purchase behavior Correlation analysis, Reliability analysis used multiple regression analysis to find the effect.Perceived values of service quality and purchasing behavior. Therefore, in this study, we have found thatI hope by providing various and systematic services.