미용 전문 멀티숍 이용 동기 및 재방문의도 연구

• 영문명: Study of Multi-Beauty Shop Use Motives and Revisit
• 발행기관: 한국인체미용예술학회
• 저자명: 문소희(So-Hee Moon) 김선영(Sun-Young Kim) 전소리(So-Ri Jeon) 송유나(Yu-Na Song) 김유라(Yu-Ra Kim) 한혜숙(Hae-Sook Han)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제17권 제2호, 189~202쪽, 전체 14쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2016.05.30

영문 초록

This study attempted to provide basic data which could be used in improving customer satisfaction and promoting cosmetology-related marketing after investigating customer awareness on cosmetology-specialized multi shops and customer behavior. The study results found the following: first, not all customers prefer cosmetology-specialized multi shops, and customers mostly visit a beauty salon to get hairstyling services. Second, hairstyling is an essential element in constructing a multi shop, and compared to a mono-brand shop, customers expect better services in a multi shop. Third, customers have a positive view of cosmetology-specialized multi shops and prefer multi shops because of convenience. Fourth, the biggest factor influencing a visit to a multi shop is the experience of a previous visit, and it has a positive effect on revisit. Fifth, correlations are found among advantages, motives, information and revisit. Sixth, “advantages” have a significant effect on “motives” and “revisit,” while “revisit” has a significant influence on “advantages” and “motives.” Considering the results above, a cosmetology-specialized multi shop needs to increase customers’ visit and revisit by improving “convenience” and focusing on hairstyling services. In a cosmetology-specialized multi shop, advantages, motives and visiting information had an effect on customers’ visit to the shop. In particular, “convenience” was a factor encouraging customers to visit. Therefore, marketing strategies aimed to improve convenience would be important to attract more customers. As a result, a cycle in which customers are encouraged to visit, and a multi shop attracts them will be formed.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

참고문헌

키워드

미용 전문 멀티숍(Multi-Beauty Shop) 고객(Customer) 방문(Visit) 인식도(Awareness)