메디컬 스킨케어 이용경험자의 선택속성이 재방문의도에 미치는 영향: 고객만족도의 매개효과

Abstract

Our study analyzed the effects of the facility or the environment, expertise, and price—key selection attributes of skincare facilities—on customer satisfaction and intention to revisit among medical skincare service users. We also sought to clarify the mediating effect of customer satisfaction. To verify structural relationships, we conducted a survey with 230 medical skincare service users and tested our hypotheses using exploratory factor analysis, reliability analysis, and regression analysis. The study analysis revealed that all three choice attributes— facilities or environment, expertise, and price—significantly and positively influenced customer satisfaction. We observed that customer satisfaction significantly increased the intention to revisit. Customer satisfaction also partially mediated the relationship between choice attributes and intention to revisit, indicating that the service quality perceived by consumers is a key factor in shaping their intention to return. Our study’s findings suggest that medical skincare institutions must implement a comprehensive service quality management framework—facility maintenance, enhanced expertise, and reasonable pricing strategies—to increase customer retention rates. Our study holds theoretical significance by empirically clarifying the influence structure among choice attributes, customer satisfaction, and intention to revisit within the medical skincare field. It provides foundational data that can be applied to improve future services and to develop management strategies.