피부관리실 만족 및 충성도에 영향을 미치는 피부미용서비스 마케팅믹스 요인 분석
The Analysis of Skin Care Service Marketing-Mix Factor of Skin Care Shops Satisfaction and Loyalty
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The purpose of this study is to examine the marketing mix components of skin care service according to the characteristics of skin care service, to analyse the consequences of its moves on the skin care shops satisfaction and loyalty and to verify the effect of skin care shops satisfaction on the skin care shops loyalty. The study results are as follows. The factors that affects the skin care shops satisfaction are ‘People’, ‘Physical Evidence’, ‘Product’ and ‘Price’, and the factors that have influences on the skin care shops loyalty are ‘Process’, ‘Product’, ‘People’, ‘Physical Evidence’ and ‘Price’ in order. This result shows that the factors of ‘Physical Evidence’, ‘Place’ have major effects on the skin care shops satisfaction and loyalty, in contrast, the factors of ‘Price’, ‘People’, ‘Process’, and ‘Product’ have less influences on them. As a result, the factors of ‘Physical Evidence’ have the most influence on skin care shops satisfaction and loyalty. This study suggests that we need to supply more systematic and efficient marketing strategies in accordance with the components of marketing-mix of skin care service.
Abstract
The purpose of this study is to examine the marketing mix components of skin care service according to the characteristics of skin care service, to analyse the consequences of its moves on the skin care shops satisfaction and loyalty and to verify the effect of skin care shops satisfaction on the skin care shops loyalty. The study results are as follows. The factors that affects the skin care shops satisfaction are ‘People’, ‘Physical Evidence’, ‘Product’ and ‘Price’, and the factors that have influences on the skin care shops loyalty are ‘Process’, ‘Product’, ‘People’, ‘Physical Evidence’ and ‘Price’ in order. This result shows that the factors of ‘Physical Evidence’, ‘Place’ have major effects on the skin care shops satisfaction and loyalty, in contrast, the factors of ‘Price’, ‘People’, ‘Process’, and ‘Product’ have less influences on them. As a result, the factors of ‘Physical Evidence’ have the most influence on skin care shops satisfaction and loyalty. This study suggests that we need to supply more systematic and efficient marketing strategies in accordance with the components of marketing-mix of skin care service.
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