화장품업체 유니폼디자인 특성이 서비스품질 지각과 고객만족도에 미치는 영향: 20대 여성고객을 중심으로
A Study of Effects of Characteristics of Cosmetics Manufacturers' Uniform Design on Perception of Service Quality and Customer Satisfaction: Focusing on Women in Their 20s
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초록
This study aims to the recognize the importance of uniform design and provide empiricaldata to companies after getting the effects of uniform design in cosmetics companies onservice quality perception and customer satisfaction. For this, a preliminary survey wasconducted against 30 college women (aged 20s) from ‘K’ University, and effective sampleswere obtained from 250 people. In terms of a research method, collected data were codedand analyzed using SPSS. The respondents’ characteristics were analyzed using descriptivestatistics. For reliability analysis, Cronbach's α was used. For a validity test, factor analysiswas performed. In addition, correlation analysis was carried out to examine multicollinearityamong variables. The analysis results found that the characteristics of uniform design havea positive effect on service quality and customer satisfaction. Among the characteristic ofuniform design, however, functionality wasn’t confirmed in a relational test. This kind ofresult was obtained because the uniform was mostly analyzed from customers’ perspective,not from the wearer’s standpoint. It is expected that the study results would be helpful inestablishing brand identity through the improvement of the importance of uniform design.
Abstract
This study aims to the recognize the importance of uniform design and provide empiricaldata to companies after getting the effects of uniform design in cosmetics companies onservice quality perception and customer satisfaction. For this, a preliminary survey wasconducted against 30 college women (aged 20s) from ‘K’ University, and effective sampleswere obtained from 250 people. In terms of a research method, collected data were codedand analyzed using SPSS. The respondents’ characteristics were analyzed using descriptivestatistics. For reliability analysis, Cronbach's α was used. For a validity test, factor analysiswas performed. In addition, correlation analysis was carried out to examine multicollinearityamong variables. The analysis results found that the characteristics of uniform design havea positive effect on service quality and customer satisfaction. Among the characteristic ofuniform design, however, functionality wasn’t confirmed in a relational test. This kind ofresult was obtained because the uniform was mostly analyzed from customers’ perspective,not from the wearer’s standpoint. It is expected that the study results would be helpful inestablishing brand identity through the improvement of the importance of uniform design.
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