IPA를 활용한 미용서비스품질 평가

Abstract

This study conducted basic research to explore a portfolio strategy of attributes and factors of beauty service quality from a customer's angle using traditional IPA introduced by Martilla & James(1977) and modified IPA suggested by Vavra(1997) based on Kano(狩野 紀昭) et al(1984). The major results of analysis are as follows. First, for the analysis of beauty service quality attributes, beauty artists' kind/polite attitude and high-quality technique was located in Quadrant I, which could be interpreted as 'keep up the good work' in the aspect of traditional IPA matrix and major attributes which influence satisfaction at beauty service quality when customers' demand is satisfied in the aspect of modified IPA matrix. A service charge was located in Quadrant II in the traditional IPA matrix, requiring to 'concentrate here' but located in Quadrant I in the modified IPA matrix, indicating an important attribute which influences satisfaction at beauty service quality. The interior design of a beauty parlor was located in Quadrant IV in the traditional IPA matrix, representing 'possible overkill' and located in Quadrant IV in the modified IPA matrix, indicating a basic element which can cause dissatisfaction when customers' demand is unsatisfied. Finally, convenient use of internal facilities and service benefits was located in Quadrant III in the traditional IPA matrix, representing 'low priority' and located in Quadrant III in the modified IPA matrix, indicating a proportional element which positively influences general satisfaction at beauty service quality when customers' demand is satisfied. Second, in the analysis of modified IPA matrix on beauty service quality factors, process quality and environment quality was a performance element which was located in Quadrant I and III. In other words, it was a major factor which positively or negatively influences general satisfaction at beauty service quality when customers' demand is satisfied or unsatisfied. Process quality was found as a more important performance element. However, result quality was located in Quadrant II, indicating an attractive element which greatly contributes to satisfaction at beauty service quality when customers' demand is satisfied, although customers do not expect. Using IPA, this study was intended to provide basic information which can be helpful to establish a portfolio strategy that should have high priority in the distribution of limited marketing resources of the beauty service industry.