전문 미용실과 일반미용실에 대한 소비자들의 인식이만족도와 재방문의도에 미치는 영향 (The Effect Of Customer's Preception of a General Beauty Salon and a Specialized Beauty Salon on Satisfaction with Service Quality and Revisit Intention)

서지정보

· 발행기관 : 한국미용학회
· 수록지 정보 : 한국미용학회지 / 24권 / 4호 / 735 ~ 742페이지
· 저자명 : 서미선, 진용미

초록

As the modern beauty industry is grabbing diverse consumers' attention regardless of age and sex, the number of beauty shop is also rapidly increasing. In such saturated beauty market, the professional beauty shops that have segmentalized/specialized the beauty area with their own differentiated strategies are appearing. Thus, the objective of this study is to research the beauty shop users' perception in order to seek for measures to improve the perception of users of general beauty shops and specialized beauty shops. A survey was conducted targeting customers who had used general or specialized beauty shops. Using the autonomic questionnaire, it was analyzed through SPSS 21.0. As a factor extraction method of factor analysis, the principal component analysis was used while the Varimax was used as a factor rotation method. For the reliability analysis of variables, the Cronbach's α value was used. For the reliability analysis of variables, the Cronbach's α value was used. In the results of this study, regarding the satisfaction with s service quality, the satisfaction with service quality of specialized beauty shops was high. In case of the revisit intention, there were positive results in the technical factor of specialized beauty shops and the service factor of general beauty shops.

영어초록

As the modern beauty industry is grabbing diverse consumers' attention regardless of age and sex, the number of beauty shop is also rapidly increasing. In such saturated beauty market, the professional beauty shops that have segmentalized/specialized the beauty area with their own differentiated strategies are appearing. Thus, the objective of this study is to research the beauty shop users' perception in order to seek for measures to improve the perception of users of general beauty shops and specialized beauty shops. A survey was conducted targeting customers who had used general or specialized beauty shops. Using the autonomic questionnaire, it was analyzed through SPSS 21.0. As a factor extraction method of factor analysis, the principal component analysis was used while the Varimax was used as a factor rotation method. For the reliability analysis of variables, the Cronbach's α value was used. For the reliability analysis of variables, the Cronbach's α value was used. In the results of this study, regarding the satisfaction with s service quality, the satisfaction with service quality of specialized beauty shops was high. In case of the revisit intention, there were positive results in the technical factor of specialized beauty shops and the service factor of general beauty shops.

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