미용실의 불평행동요인이 불평처리 후 만족도와 사후행동에 미치는 영향 (Effects of Complaint Factors Against Beauty Salons on the Satisfaction and Post-behaviors after Complaint Processing)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 19권 / 1호 / 62 ~ 71페이지
· 저자명 : 진상희, 임선희, 진용미

초록

The purpose of this study is to help the management of beauty salons by analyzing the influences of customers’ perception on the complaint handling of salons on their satisfaction and the intention of revisit. The subjects of the study were male and female customers who use salon services in Seoul and Gangwon area. Two hundred and twenty copies of questionnaires were distributed and out of them 200 copies were collected. they were analyzed using SPSS 16.0 via frequency analysis, factor analysis, reliability analysis and multiple regression analysis. First, the complaints were classified as complaints against staff, service, hair dressing, interior environments, hygiene and accessibility. Second, regarding the influence of complaint processing on the satisfaction, when they had complaints against staff and service, the satisfaction after the complaint processing was low. Third, the influence of complaint factors on the intention of revisit and positive verbal advertisement was identified. It was found that when they had complaints against staff and service, the intention of revisit was low. Fourth, in the influence of the satisfaction after the complaint processing on the intention of revisit and positive verbal advertisement, it was found that the intention of revisit and positive verbal advertisement increased when they were satisfied with their complaint processing. From this study, it was found that if customer complaint service worker did his or her best, the credibility and the satisfaction for the salon increased, made positive influence on the revisit to the salon and would play important role in the development of the salon. It is hoped that diverse studies will be made with the increased interest in customer complaint process as well as in salon service satisfaction level.

영어초록

The purpose of this study is to help the management of beauty salons by analyzing the influences of customers’ perception on the complaint handling of salons on their satisfaction and the intention of revisit. The subjects of the study were male and female customers who use salon services in Seoul and Gangwon area. Two hundred and twenty copies of questionnaires were distributed and out of them 200 copies were collected. they were analyzed using SPSS 16.0 via frequency analysis, factor analysis, reliability analysis and multiple regression analysis. First, the complaints were classified as complaints against staff, service, hair dressing, interior environments, hygiene and accessibility. Second, regarding the influence of complaint processing on the satisfaction, when they had complaints against staff and service, the satisfaction after the complaint processing was low. Third, the influence of complaint factors on the intention of revisit and positive verbal advertisement was identified. It was found that when they had complaints against staff and service, the intention of revisit was low. Fourth, in the influence of the satisfaction after the complaint processing on the intention of revisit and positive verbal advertisement, it was found that the intention of revisit and positive verbal advertisement increased when they were satisfied with their complaint processing. From this study, it was found that if customer complaint service worker did his or her best, the credibility and the satisfaction for the salon increased, made positive influence on the revisit to the salon and would play important role in the development of the salon. It is hoped that diverse studies will be made with the increased interest in customer complaint process as well as in salon service satisfaction level.

참고자료

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