Personality or Quality: Influencing Factors in Customers' Intention to Revisit Beauty Salons in Iran

In the last two decades, research on investigating factors influencing the consumer repurchase intention has advanced and become an important topic in the marketing society and literature. The objective of this paper is to compare the weight of service providers’ personality traits and service quality performances they provide to uncover the primary factor influencing a clients’ intention to revisit their beauty salon in a long-term relationship. The SERVQUAL model of service quality and Mini-Marker model of personality were employed to substantiate the hypothesized relationship. Based on 453 valid respondents from beauty salons’ visitors, empirical finding remarkably indicate that the hairstylist’s personality was the primary reason for clients to revisit beauty salons. The results demonstrate that the factors such as agreeableness, intellect, conscientiousness and extraversion respectively have been prioritized as the most effective reasons for re-visitation in the view of customers. From the service quality side, the dimension of tangibility is ranked as the first reason to revisit the beauty salon. Overall, the outcome of this study can be applied to beauty salons’ management process in the line with building a strong long-term customer relationship and in return sustain profitability.