피부 관리실 서비스품질이 고객 만족과 재방문 의도에 미치는 영향

Abstract

This study was conducted to prepare fundamental data and asses the effects of service quality (5 factors of tangibility, reliability, response ability, assurance, and emotional care) in skin care shop on customer satisfaction and revisit intention among female adults to provide helpful information for management of skin care shop. This study was carried out as a survey using constructed self-administered questionnaire. Total subjects were 145 women who have used skin care shop in Busan. Questionnaire consisted 33 questions on service quality, 3 questions on customer satisfaction, and 3 questions on revisit intention. The collected data was analyzed by t-test and ANOVA using SPSS statistical package program (ver 21.0). Customer satisfaction was mostly determined by response ability, followed by assurance, reliability, and emotional care. Customer satisfaction had the greatest direct impact on the revisit intention while response ability, confidence, reliability, and emotional care had indirect effects on the revisit intention. For recommendation intention, customer satisfaction was the most affected by direct effects, indirect effects and total effects. Then revisit intention had most influence in direct effects and total effects. The independent variables had indirect effects in the order of response ability, assurance, and reliability. As a result, the skin care shop should improve more on service quality rather than other factors. In other words, it is necessary to improve the service that can provide more modern and professional technology than the external facilities of the skin care shop. It is necessary to establish a plan to increase the reliability of the program development that can meet the customer's demands.