네일샵의 서비스품질이 고객의 행동의도에 미치는 영향에 관한 연구
A Study on the Effects of Behavior Intention on Nail Shop’s Service Quality -Focused on Mediate Effect of Customer Satisfaction and Perceived Service Value-
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The purpose of this study was confirmed to mediate the effect of the Service Quality, Customer Satisfaction, Perceived Service Value and Behavior Intention in the field of nail service. The results of study were as follows: First, the factors significantly affecting customer satisfaction among service quality areas were Tangibility, Responsiveness and Assurance. Second, Sympathy significantly affected Emotional value among service quality. Third, Assurance and Sympathy significantly affected Economical Value, among service quality. Fourth, Customer Satisfaction significantly affected Emotional Value and Behavior Intention and fifth, Emotional Value and Economical Value both significantly affected Behavior Intention. In the case of mediating effects, first, Customer Satisfaction showed a full mediating effect among the effects on Emotional Value of Tangibility, Responsiveness and Assurance. Second, Emotional Value showed a partial mediating effect among the effects on Customer Satisfaction to Behavior Intention.
Abstract
The purpose of this study was confirmed to mediate the effect of the Service Quality, Customer Satisfaction, Perceived Service Value and Behavior Intention in the field of nail service. The results of study were as follows: First, the factors significantly affecting customer satisfaction among service quality areas were Tangibility, Responsiveness and Assurance. Second, Sympathy significantly affected Emotional value among service quality. Third, Assurance and Sympathy significantly affected Economical Value, among service quality. Fourth, Customer Satisfaction significantly affected Emotional Value and Behavior Intention and fifth, Emotional Value and Economical Value both significantly affected Behavior Intention. In the case of mediating effects, first, Customer Satisfaction showed a full mediating effect among the effects on Emotional Value of Tangibility, Responsiveness and Assurance. Second, Emotional Value showed a partial mediating effect among the effects on Customer Satisfaction to Behavior Intention.
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