美容室 고객의 選擇屬性이 美容室 利用 후 行動에 미치는 影響에 관한 硏究

Abstract

This study is aimed at analyzing on purchasing behavioral characteristics of customer in beauty salon and providing the revitalization strategies for korean beauty business.For the goal of this study, on purchasing behavioral characteristics of customer in beauty salon were reviewed in terms of the purchasing decision-making process on the basis of literature. The survey of beauty salon customers mainly from Seoul was used for positive analysis. In analyzing the research data, Frequency Analysis, Descriptive Analysis, Factor Analysis and Multiple Regression Analysis were conducted using SPSS/PC+. The results showed the followings:The choice factors, the overall satisfaction, the revisit intention and the recommendation intention of the beauty salon customers were all affected in order as service, customer relationship with the result of analysis for the relationship between the choice factors of beauty salon customers and behavior after purchasing(overall satisfaction, revisit intention, recommendation intention).