뷰티샵 분류에 따른 서비스품질, 인적서비스 요인이 고객만족에 미치는 영향

Abstract

Beauty shops showed meaningful differences in terms of population statistics depending on a customer's sex, education level, job, monthly income, and monthly allowance money. The factors that affect customer service at a beauty shop were found to be expertise, responsiveness, empathy, tangibles, and reliability. The factors for human service were found to be expertise, physical appearance, customer treatment, and interaction. The service quality of beauty shops showed a meaningful difference for each factor. The most important factor was tangibles for hair salons and nail shops and it was expertise and tangibles for skin care shops. As for human service factors, customer treatment was the most important factor for hair salons. Expertise was the most important for skin care shops and nail shops. For nail shops, customer treatment was equally important. As for the impact of service quality on customer satisfaction, tangibles and reliability had an impact on customer service at hair salons and skin care shops respectively. At nail shops, responsiveness and tangibles impacted customer satisfaction. As for the impact of human service factors on customer satisfaction, expertise had the biggest impact at hair salons and nail shops while customer treatment affected customer satisfaction the most at skin care shops.