미용실 이용고객의 서비스품질 지각, 만족, 고객충성도간의 관계연구- 헤어 관여의 조절효과를 중심으로 -

Abstract

This study aimed to examine correlations among service quality, satisfaction and customer loyalty among beauty salon customers and figure out how the relations change depending on hairdo involvement to establish basic data on the importance of hairdo involvement in a beauty salon. First, among service quality factors, ‘assurance’ was most influential. While ‘empathy’, ‘assurance’ and ‘reliability’ were influential, ‘tangibles’ had no effect. Second, as beauty salon customers were more satisfied with services, customer loyalty was higher. Third, in a group with low hairdo involvement, ‘assurance’ was the greatest, followed by ‘reliability’ and ‘empathy’ in terms of influence on satisfaction. In a group with high hairdo involvement, on the contrary, ‘assurance’ was the highest, followed by ‘empathy’ and ‘guarantee’ in terms of effects on satisfaction. To enhance beauty salon customers’ satisfaction, in other words, ‘assurance’ which includes a hairdresser’s knowledge & professionalism, kindness and neatness is most important. Depending on hairdo involvement, the effects of service quality on customer satisfaction varied. Therefore, it was confirmed that an involvement level-based marketing approach is also needed in the hairdressing industry.