메디컬 스킨케어의 서비스 품질이 자발적 행동의도에 미치는 영향 : 감정적 애착의 매개효과

Abstract

Our study analyzed the effect of quality of service in medical skincare on the intentions of voluntary behavior and the mediating effect of emotional attachment. We surveyed Korean men and women, from teenagers to those older than 40, who have experienced medical skincare. The results of simple regression analyses for hypotheses 1, 2, and 3 showed that the quality of service significantly affected emotional attachment; emotional attachment significantly affected the intentions of voluntary behavior; and the quality of service had a significant effect on the intention of voluntary behavior. We conducted multiple regression analysis to examine the mediating effect of emotional attachment on the relationship between the quality of medical skincare service and the intention of voluntary behavior (hypothesis 4). The results indicated that both quality of service and emotional attachment had significant effects on the intention of voluntary behavior. Our findings indicate that an increase in the perception of quality of service increases customer satisfaction. With the increase in emotional attachment, there was an increase in customer satisfaction. Since emotional attachment is an important variable that influences both the quality of service of medical skincare and the intention of voluntary behavior, our results imply the need for strategic management that engages the emotions and sentiments of customers.