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The Effects of Word-of-Mouth Information on Visiting Intention of Hairshop Customers  

Hwang, Yeon-Soon (Dept. of Beauty Coordination, Choonhae College)
Ku, Yang-Suk (Dept. of Clothing & Textiles, Kyungpook National University)
Publication Information
Fashion & Textile Research Journal / v.7, no.2, 2005 , pp. 218-224 More about this Journal
Abstract
The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/PC+. The results showed that positive word-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management, non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.
Keywords
positive/negative word-of-mouth informations; visiting intention; employee skill/attitude; rational price;
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