메디컬 에스테틱의 서비스 품질이 감정적 가치와 관계지속의도에 미치는 영향

Abstract

This study was conducted to identify the effect of medical aesthetic service quality on emotional value and relationship persistence intention. To this end a survey of 300 customers with medical aesthetic experience was administerd from May 15 to June 20, 2025 to provide basic data; 294 copies were used for final analysis. The collected data were analyzed using SPSS 28.0, applying exploratory factor analysis, reliability analysis, and correlation analysis to confirm the validity of measurements, and frequency analysis was conducted to identify general characteristics. In addition, multiple regression analysis was conducted according to the mediating effect verification procedure to verify the hypothesis. It was analyzed that service quality had a significant effect on emotional value, and significant results were also shown in the study of the degree to which emotional value affects relationship persistence intention. Therefore, all hypotheses for the purpose of this study were verified to have high reliability and a positive mediating role. As a result, it was found that the higher the emotional value of the service experienced by the customer, the more the service quality affects the revisit intention and word of mouth intention, suggesting that the importance of service quality development leads to customer satisfaction, reliability recovery, and securing loyal customers