미용실 서비스 속성이 고객 만족과 충성도에 미치는 영향

• 영문명: Effects of Service Attributes on Customer Satisfaction and Loyalty in Beauty Salon
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 최성일(Sung-Il Choi) 김현태(Hyun-Tae Kim) 최우정(Woo-Jung Choi) 김지현(Ji-Hyun Kim) 김은정(Eun-Jung Kim)
• 간행물 정보: 『한국프랜차이즈경영연구』제10권 제3호, 19~29쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.09.30

영문 초록

Purpose: In beauty industry, service quality is very critical, because it impacts on the customer’s positive attitude and behavior to the beauty salon or beauty brand. Thus, this research examines the effects of service attributes on customer satisfaction and loyalty in beauty salon. This research suggests the guidelines for how beauty salons should manage their physical environment, price policy, professional skills, and employees that improve management and business performance. Research design, data, and methodology: This study examines the structural relationship between service attributes, customer satisfaction, and loyalty. Service attributes divide into four sub-dimensions such as servicescape, price service, technical service, and employee service. In order to test the purposes of this research, research model and hypotheses were developed. All constructs were measured with multiple items developed and examined in previous studies. A total of 160 questionnaires were distributed and collected, and 150 were used for analysis except 10 that were unresponsive or unfaithful. The data were analyzed using SPSS 22.0 and SmartPLS 3.0 statistical package program. Result: The results of this research are as follows. First, all sub-dimensions of service attributes such as servicescape, price service, technical service, and employee service have significant positive impacts on satisfaction. Second, customer satisfaction have significant impact on loyalty. Conclusions: This study suggests an integrated model of the relationship that the characteristics of beauty salon service attributes affect customer loyalty through satisfaction, and suggests how to manage and allocate limited resources in the beauty industry. The findings of this research indicate that the level of customer satisfaction is shown to be increased by servicescape, technical characteristics, value of money, and human attributes. Thus, beauty salon management should focus on the relationship with their customers how to improve customer loyalty through satisfaction. The quality of beauty service influences customer’s attitudes and behaviors toward beauty salon. Considering the beauty business, where the quality and customer satisfaction of beauty services are determined by the hairdresser s beauty skills,, the beauty salons must find ways to improve their skills and new trend of hair style. If beauty salon customers perceive the high quality of beauty service, they revisit beauty salon and recommend it to others

목차

1. 서론

2. 이론적 배경

3. 연구설계

4. 실증분석

5. 결론

키워드

Servicescape Price Service Technical Service Employee Service Loyalty SmartPLS 3.0