피부관리실의 서비스스케이프가 고객만족 및 재이용의도에 미치는 영향

Abstract

This study aimed to examine the influence of servicescape in skincare clinics on customer satisfaction and intention to reuse the service. A questionnaire survey was conducted from October 21, 2024, to November 21, 2024, targeting 276 men and women in their 20s to 50s who had experienced skincare services. The purpose of this study is to suggest practical improvement plans and policy implications of servicescape services provided to customers visiting skin care shops, to psychologically satisfy customers considering the operating system considering service contact points, and to enhance competitiveness for sales increase by qualitative improvement of services. The key findings are as follows: First, interactivity, hygiene, professionalism, and spatiality significantly influenced customer satisfaction. Second, these same factors—hygiene, professionalism, interactivity, and spatiality—were found to positively impact the intention to reuse the service. Third, customer satisfaction emerged as a key determinant of reuse intention. Finally, mediation analysis confirmed that customer satisfaction partially mediated the relationship between servicescape dimensions (accessibility, spatiality, hygiene, professionalism, and interactivity) and reuse intention. Based on these results, future research should further explore the causal pathways between customer satisfaction and reuse intention to offer strategic insights for marketing and customer retention in the beauty service industry. The findings also provide a foundational basis for enhancing the physical and interpersonal environments of aesthetic service settings. Moreover, further studies are encouraged to investigate diverse servicescape variables within specialized beauty sectors and develop personalized service strategies tailored to individual customer needs.