미용실 이용고객의 서비스품질 지각, 만족, 고객충성도간의 관계연구

• 영문명: A Study of Correlations among Perception of Service Quality, Satisfaction and Customer Loyalty among Beauty Salon Customers -Focusing on the moderating effects of hairdo involvement
• 발행기관: 한국인체미용예술학회
• 저자명: 이영아(Young A Lee)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제15권 제4호, 121~130쪽, 전체 10쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

This study aimed to examine correlations among service quality, satisfaction and customer loyalty among beauty salon customers and figure out how the relations change depending on hairdo involvement to establish basic data on the importance of hairdo involvement in a beauty salon. First, among service quality factors, 'assurance' was most influential. While 'empathy', 'assurance' and 'reliability' were influential, 'tangibles' had no effect. Second, as beauty salon customers were more satisfied with services, customer loyalty was higher. Third, in a group with low hairdo involvement, 'assurance' was the greatest, followed by 'reliability' and 'empathy' in terms of influence on satisfaction. In a group with high hairdo involvement, on the contrary, 'assurance' was the highest, followed by 'empathy' and 'guarantee' in terms of effects on satisfaction. To enhance beauty salon customers' satisfaction, in other words, 'assurance' which includes a hairdresser's knowledge & professionalism, kindness and neatness is most important. Depending on hairdo involvement, the effects of service quality on customer satisfaction varied. Therefore, it was confirmed that an involvement level-based marketing approach is also needed in the hairdressing industry.

목차

Abstract

Ⅰ. 서론

Ⅱ. 연구방법

Ⅲ. 고찰 및 결과

Ⅲ. 고찰 및 결과

참고문헌

키워드

미용실 서비스품질 만족 고객충성도 헤어관여 Beauty Salon Service Quality Satisfaction Customer Loyalty Hairdo Involvement