The Effects of Selection Factors of One-Person Hair Salons on Customer Satisfaction and Customer Loyalty

This study examined the effects of selection factors of one-person hair salons on customer satisfaction and customer loyalty and investigated the effect of customer satisfaction on customer loyalty. An online self-administered survey was conducted among customers with experience using one-person hair salons from February 1 to 28, 2026, and 280 valid responses were analyzed using SPSS 26.0. Frequency analysis, exploratory factor analysis, reliability analysis, Pearson correlation analysis, multiple regression analysis, and simple regression analysis were performed. The findings were as follows. First, the selection factors were classified into five dimensions: price fairness, designer expertise, service friendliness, store environment, and accessibility and convenience. All measurement scales demonstrated acceptable validity and reliability. Second, all five selection factors had significant positive effects on customer satisfaction, with price fairness and designer expertise showing the strongest relative effects. Third, all five selection factors had significant positive effects on customer loyalty, with designer expertise and price fairness showing relatively strong effects. Finally, customer satisfaction had a significant positive effect on customer loyalty. These findings indicate that customer satisfaction and loyalty in one-person hair salons are influenced by multiple service and store attributes. Therefore, operators should strengthen designer expertise, establish transparent and reasonable pricing policies, and systematically manage service friendliness, store environment, and accessibility and convenience to enhance customer satisfaction and promote long-term customer loyalty.