피부미용실의 서비스품질과 고객의 전환장벽 및 전환의도의 관계
Relationship between service quality as well as switching barriers and switching intentions of customers in beauty salons
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초록
이 연구는 피부미용실의 과잉 증가 및 경쟁에 따른 서비스품질의 중요성을 제시하며, 고객들이 다른피부미용실로 전환하는 현상을 방지하기 위한 방안을 마련하는 것이 목적이다. 이 연구는 수도권과 강원도, 충청도 지역의 피부미용실 고객 300명을 대상으로 서비스품질에 따라서 전환장벽, 전환의도에미치는 영향을 알아보기 위한 연구이다. 연구방법은 2019년 1월 5일부터 2월 4일까지 설문조사를 진행하였으며, SPSS 21.0 프로그램을 분석에 활용하였다. 연구 결과는 다음과 같다. 서비스품질은 신뢰성, 확신성, 유형성, 공감성, 응답성 5개 요인으로 분류되었다. 전환장벽은 절차성, 관계성, 대안성, 재무성 4개 요인으로 분류되었고, 전환의도는 1개 요인으로 분류되었다. 피부미용실 서비스품질의 공감성, 확신성, 유형성 요인에 따라서 전환장벽의 절차적 요인에 유의미한 영향을 미치는 것으로 나타났다. 서비스품질의 공감성, 응답성 요인에 따라서 전환장벽의 재무적 요인에 유의미한 영향을 미치는것으로 나타났다. 서비스품질의 확신성, 공감성, 응답성 요인에 따라서 전환장벽의 관계성 요인에 유의미한 영향을 미치는 것으로 나타났다. 서비스품질의 확신성, 응답성, 유형성 요인에 따라서 전환장벽의 대안성 요인에 유의미한 영향을 미치는 것으로 나타났다. 피부미용실의 서비스품질의 확신성, 유형성 요인에 따라서 전환의도에 유의미한 영향을 미치는 것으로 나타났다. 이 결과를 종합적으로 살펴보면, 피부미용실의 서비스품질에 따라서 고객의 전환장벽과 전환의도는 각각 다른 영향관계가 있음을 알 수 있었다. 이 연구의 결과를 바탕으로 피부미용실의 서비스품질 수준을 높인다면 고객이 다른피부미용실로 전환하는 현상을 사전에 방지할 수 있다고 판단된다.
Abstract
This study suggests the importance of service quality due to the excessive increase in the number of beauty salons and competition. The purpose of this study is to prepare a plan to prevent customers from switching to other beauty salons. This study investigated the effect of different service quality on switching barriers and switching intentions for 300 customers of beauty salons in the Seoul Capital area, Gangwon-do, and Chungcheong-do. As a research method, a survey was conducted from January 5 to February 4, 2019, and the SPSS 21.0 program was used for analysis. Here are the results. Service quality was classified into five factors: reliability, certainty, tangibility, empathy, and responsiveness. Switching barriers were classified into four factors: procedural, relational, alternative, and financial. Switching intentions were classified into one factor. It was found that the factors of empathy, certainty, and tangibility in terms of service quality of beauty salons have a meaningful effect on procedural factors of switching barriers. In addition, the factors of empathy and responsiveness in service quality have a significant effect on the financial factors of switching barriers. It was also found that there is a meaningful effect on the relational factors of switching barriers according to the factors of service quality such as certainty, empathy, and responsiveness. It was found to have a significant effect on the alternative factors of switching barriers according to the factors of service quality such as certainty, responsiveness, and tangibility. It was found to have a meaningful effect on the switching intentions according to the factors of service quality of beauty salons such as certainty and tangibility. If the results of the study are comprehensively examined, it was found that switching barriers and switching intentions of customers have different influence according to service quality of beauty salons. Based on the results of the study, if service quality of beauty salons is enhanced, it is expected to prevent customers from switching to another beauty salon in advance.
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