네일샵 서비스스케이프가 고객만족도 및 재방문의도에 미치는 영향 -DiSC 행동유형에 따른 분류를 토대로-
The Effect Nail Salon Servicescape Has on Customer Satisfaction and Revisit Intention - Based on Classification by DiSC Behavior Type -
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초록
The present study aimed to develop strategies to meet diverse and high-end demands of customers, as well as means to realize a more efficient management system. The effect of nail salon servicescape on customer satisfaction was analyzed and the customers’ revisit intention according to DiSC behavior type was evaluated. Surveys targeting nail salon customers in the Daegu and Gyeongbuk regions of South Korea were conducted from May 1 to July 12, 2019. For the survey, 470 personal diagnostic profiles and 470 questionnaires on DiSC behavior types were distributed among which 400 surveys were used as the final data. The results revealed that there was a statistically significant difference in the subfactors of aesthetics and convenience. Second, there was significant differences in customer satisfaction by DiSC behavior types. Third, significant differences were observed in "satisfaction with the facilities of the nail salon" and "the location of the nail salon and transportation convenience". Fourth, the nail salon servicescape subfactors of aesthetics, ambient conditions, cleanliness, and convenience had a statistically significant correlation with customer satisfaction. Fifth, the servicescape subfactors of aesthetics, ambient conditions, cleanliness, and convenience were found to have a statistically significant correlation with revisit intention. Sixth, the servicescape subfactors of aesthetics, cleanliness, and convenience had an effect on customer satisfaction, and for revisit intention, servicescape subfactors of cleanliness and convenience were found to to have an effect. Overall, the current study imply that in order to improve customer satisfaction and revisits in an environment of excessive competition, efforts are required to induce positive emotions in customers who visit nail salons.
Abstract
The present study aimed to develop strategies to meet diverse and high-end demands of customers, as well as means to realize a more efficient management system. The effect of nail salon servicescape on customer satisfaction was analyzed and the customers’ revisit intention according to DiSC behavior type was evaluated. Surveys targeting nail salon customers in the Daegu and Gyeongbuk regions of South Korea were conducted from May 1 to July 12, 2019. For the survey, 470 personal diagnostic profiles and 470 questionnaires on DiSC behavior types were distributed among which 400 surveys were used as the final data. The results revealed that there was a statistically significant difference in the subfactors of aesthetics and convenience. Second, there was significant differences in customer satisfaction by DiSC behavior types. Third, significant differences were observed in "satisfaction with the facilities of the nail salon" and "the location of the nail salon and transportation convenience". Fourth, the nail salon servicescape subfactors of aesthetics, ambient conditions, cleanliness, and convenience had a statistically significant correlation with customer satisfaction. Fifth, the servicescape subfactors of aesthetics, ambient conditions, cleanliness, and convenience were found to have a statistically significant correlation with revisit intention. Sixth, the servicescape subfactors of aesthetics, cleanliness, and convenience had an effect on customer satisfaction, and for revisit intention, servicescape subfactors of cleanliness and convenience were found to to have an effect. Overall, the current study imply that in order to improve customer satisfaction and revisits in an environment of excessive competition, efforts are required to induce positive emotions in customers who visit nail salons.
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