In the beauty service industry, in order to gain a competitive edge, the reinforcement of service quality is an important and essential factor in the reality that customers' service demands are getting higher and higher. In this study, the effect of beauty service quality factors on customer satisfaction and brand loyalty and the effect of customer satisfaction on brand loyalty were investigated for customers using franchise hair salons.

From October 1 to 15, 2021, a survey was conducted on beauty service quality, customer satisfaction, and brand loyalty among 131 customers who visited four franchise hair salons. The obtained data were subjected to confirmatory factor analysis and path analysis using SPSS AMOS program.

Among the beauty service quality, the path coefficient of the relationship between outcome quality and customer satisfaction was 0.397, which was significant at the 95% confidence level. Interaction quality, environmental quality, and standby quality, which are other factors of beauty service quality, all showed no significant effect on customer satisfaction. And none of the beauty service quality affected the brand loyalty. The path coefficient of customer satisfaction and brand loyalty was 0.831, which was significant at the 95% confidence level, and it was confirmed that customer satisfaction increased brand loyalty.

In conclusion, it was found that the higher the outcome quality among the beauty service quality in franchise hair salons, the better the customer satisfaction, which leads to higher brand loyalty.