헤어미용 O2O서비스품질과 소비자의 브랜드 태도 및 만족도의 관계

• 영문명: A Study on the Effect of Hair Beauty O2O Service Quality on Brand Attitude and Customer Satisfaction
• 발행기관: 한국인체미용예술학회
• 저자명: 최부경(Bu-Kyoung Choi) 박은준(Eun-Jun Park)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제22권 제1호, 305~317쪽, 전체 13쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2021.03.20

영문 초록

This study was to clarify the effects of hair beauty O2O service quality on brand attitude and customer satisfaction. Based on the result, this study suggests effective marketing strategies for O2O service. As for the subjects for this study, 369 customers who used O2O services in Seoul, Kyonggi, and Chungcheong Province were selected and took part in a self-administered questionnaire. The collected data was analyzed using SPSS 22.0. An analytical analysis was carried out on the data in the form of a frequency analysis, factor analysis, reliability analysis, and regression analysis. The factor analysis results are as follows: First, the five O2O service qualities were system quality, information quality, security quality, entertainment factor, and economic factor. One factor was found in both brand attitude and customer satisfaction. Second, the result of the effect of hair beauty O2O service quality on brand attitude and customer service are as follow: Among the O2O service qualities, economic factor, information quality, system quality, and security quality were found to have significant effects on brand attitude. Third, system quality, economic factor, information factor, and security factor of O2O service qualities were found to have significant effects on customer satisfaction.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

헤어미용 O2O 서비스 품질 브랜드 태도 만족도 Hair Beauty O2O Service Quality Brand Sttitude Customer Satisfaction