피부 미용실의 서비스 수준이 고객 만족, 구전홍보 및 재방문에 미치는 영향에 관한 연구

Abstract

In order to establish a strategy to secure loyal clients of skin care salon, this study demonstrates the service level that give affect to the client's satisfaction, marketing by word and revist. first, a beforehand research was held to theologically study the service level & client's satisfaction. In many previous studies, various factors were suggested to be influencing client's satisfaction. Yet, in service businesses such as esthetics, the service level & client satisfaction, marketing by word and revisit have been suggest especially as major influencing variables. Based on the previous studies, this paper divides the service level of skin care as the expected service level & known expected service level. Afterwards, a research model & hypothesis are established upon this division. The research model explains the structure of the factors, as well as the structure between them. It suggests that the service level of skin care influences the client satisfaction, marketing by word and revisit. In addition, it suggests that the service quality factor of skin care influences the marketing by word and revisit. In order to prove the designed research model and hypothesis, a demonstrative analysis was made. This was based on a survey using questionnaires. A total of 305 questionnaires were used in the demonstrative analysis. The confidence level were check using the confidence level analysis, and simple and multiple regression analysis were used to prove the hypothesis.