미용서비스 이용고객의 미용실 선택결정요인에 관한 연구

Abstract

This paper examines what users consider in their choice of beauty salons and empirically clarifies visual design satisfaction inside and outside beauty salons which comprise part of beauty service. The purpose of the study is to help establish strategies magnifying customer satisfaction by offering materials related to customer behavior to managers and marketers in the beauty industry. The questionnaire was filled out by male and female beauty salon goers in their 20s to 50s in Ulsan. In order to analyze a research problem it executed F-Test, Factor Analysis, Reliability Analysis, Discriminant Analysis, Correlation and Route Analysis. The empirical analysis suggests that hairdressers’skills and knowledge should improve through continuous training. Reasonable price strategies proportionate to beauty service should also be established to reduce economic risk, which is sensitive part to users. In addition, enough space from the modern perspective needs to be obtained, more interest in additional service had, strategies raising customers’salon loyalty embodied, and customer service improved. It is considered in particular that strategies heightening customer service be established by improving a sign board, the facing of a building, a decor, and an atmosphere that create an image of a beauty salon to meet customer wants, as customers are inclined to their own tastes and emotions.