The Impact of Functional and Experiential Perceptions of Barber Shop on Customer Trust and loyalty

Abstract

This study aimed to investigate the effects of functional and experiential perceptions of barbershops on customer trust and loyalty. With the growth of men’s grooming culture, barbershops have evolved beyond simple hair service spaces into professional service spaces reflecting customers’ lifestyles and identities. Therefore, this study examined the relationship between barbershop perceptions, customer trust, and loyalty. A survey was conducted among 400 men in their 20s to 40s residing in Busan who had experience using barbershops. The collected data were analyzed using SPSS 25.0. The results showed that functional and experiential perceptions of barbershops had significant positive effects on customer trust and loyalty. In addition, differences in barbershop perceptions according to general characteristics were found based on education level, while customer trust and loyalty did not show significant differences according to general characteristics. These findings indicate that customers evaluate barbershops not only based on technical service quality but also through various experiential factors, including the service process, spatial atmosphere, and emotional satisfaction. In particular, positive experiences in barbershops contribute to building customer trust and strengthening revisit intentions. Therefore, barbershops should improve technical service quality while developing customer-oriented strategies that enhance service experiences, such as personalized services, comfortable environments, and continuous customer management. These efforts can contribute to strengthening customer loyalty and establishing long-term relationships with customers.