남성화장품 구매요인에 관한 서비스 및 품질에 관한 실증연구

Abstract

Cosmetics industry pursues image of beauty and offers abundance of life. As one of the major sectors in fine chemistry, it is also future-oriented business that can create high added value by applying hi-tech science. Progress of science and technology has brought material abundance, resulting in diversification of consumption both in quality and quantity. Since 1997 after IMF, imported cosmetics dropped, while consumption of domestic products has increased and since then consumption pattern seems bipolarized and the demand for high quality brands is increasing continually. Meanwhile, being featured as new promising market, the category for men’s cosmetics, once limited to skin lotion is now expanding to various items including makeup products and mask pack, not to speak of essences, whitening, sun block, and men’s cosmetics market shows high annual growth rate. It is expected that men’s cosmetics will play a major role in the development of domestic cosmetics industry. The trend is expected to be strengthen thanks to metro sexualism, and well-being concept, one of the 10 trends swiping over the country these days and the competition is getting more and more fierce as majors in the industry are now launching new brands one after another or reinforcing the existing lines What is aimed at this study is to provide a way to improve service competitiveness for companies by categorizing service quality and offering service quality factors in relation to purchase for men’s cosmetics. This empirical study based on customers for men’s cosmetics shows that the success of men’s cosmetics in spite of overall slowdown of beauty industry is attributed to service quality factor which is one of the deciding factors in purchasing the product. The service quality has a big impact on customer credibility. Other factors such as expertise of sales people, brand power, promptness of purchasing procedures have been found important in terms of customer satisfaction to the product after purchase. Also, it is indicated that expertise and appearance of sales people, customer service, functionality of product, brand power impact on repurchase of product and revisit to the store by men after preliminary purchase. As a result of this study, together with characteristic requirements for repurchase, service factors that should be offered for men’s cosmetic products, therefore, come up with food for thought regarding enhancement of corporate competitiveness.