미용실 이용자의 시설과 서비스 만족이 고객충성도에 미치는 영향 분석 - 대학생 인식조사 결과를 중심으로 -

Abstract

This article aims to empirically analyze how the customer satisfaction of equipment and service in a beauty salon effects on customer loyalty. To achieve this aim, we carry out a survey targeting under graduate students. The empirical data have been analyzed by T-test and logistic regression. There are the results that we have reached; First, There is an interrelationship between the customer loyalty and individual attributes(p<.05). Second, the group with customer loyalty is higher customer satisfaction rather than the group without customer loyalty(p<.05). Third, we confirm that the higher service and equipment satisfaction, the higher customer loyalty(p<.05). In other word, as a customer has the high service and equipment satisfaction, the customer loyalty becomes higher. From this result, we suggest that a beauty salon management should have definite strategies to secure regular customers who are amply satisfied with equipments and services of the salon. In the equipment aspect, they need to raise their brand images and make their salons clean. On the other hand, they need to raise the professionalism of their employes and provide services accurately and friendly in the service aspect.