미용 전문 멀티숍 이용 동기 및 재방문의도 연구

Abstract

This study attempted to provide basic data which could be used in improving customer satisfaction and promoting cosmetology-related marketing after investigating customer awareness on cosmetology-specialized multi shops and customer behavior. The study results found the following: first, not all customers prefer cosmetology-specialized multi shops, and customers mostly visit a beauty salon to get hairstyling services. Second, hairstyling is an essential element in constructing a multi shop, and compared to a mono-brand shop, customers expect better services in a multi shop. Third, customers have a positive view of cosmetology-specialized multi shops and prefer multi shops because of convenience. Fourth, the biggest factor influencing a visit to a multi shop is the experience of a previous visit, and it has a positive effect on revisit. Fifth, correlations are found among advantages, motives, information and revisit. Sixth, “advantages” have a significant effect on “motives” and “revisit,” while “revisit” has a significant influence on “advantages” and “motives.” Considering the results above, a cosmetology-specialized multi shop needs to increase customers’ visit and revisit by improving “convenience” and focusing on hairstyling services. In a cosmetology-specialized multi shop, advantages, motives and visiting information had an effect on customers’ visit to the shop. In particular, “convenience” was a factor encouraging customers to visit. Therefore, marketing strategies aimed to improve convenience would be important to attract more customers. As a result, a cycle in which customers are encouraged to visit, and a multi shop attracts them will be formed.