피부관리실의 서비스 스케이프가고객의 내적반응과 추천의도에 미치는 영향

Abstract

The purpose of this study is to investigate the effect of consisting factors of skin care spa service scape, which are cooperation, convenience, signals, and symbols, on the behavioral intentions of customer's intent to return and recommend the establishment through internal responses. A questionnaire survey was used analysis and 500 customers visiting skin care spas in the Busan and Gyeongnam areas were surveyed. The survey was conducted from June 1 to July 30, 2016. 460 valid questionnaires were used for statistical data, excluding 40 insincere and invalid surveys. First, cooperation, convenience, signal/symbols, of which the service scape of a skin spa consists, have a positive effect on the customer's internal response. Secondly, cooperation, convenience, signal/symbols, of which the service scape of a skin spa consists, have a positive effect on the customer's behavioral intention. Thirdly, the internal response of customers visiting the skin care spa showed a positive effect on the customer's behavioral intentions. This means that the internal responses that customers feel when they visit a skin care spa, cognitive, emotional, and physiological factors, are one of the reasons for coming back to the skin care spa and actively recommending it to others. Fourthly, it was found that the customer's internal response plays a mediating role in the relationship between the service scape of the skin care spa and the customer's behavioral intentions. Customer internal responses (cognitive, emotional, physiological) play a mediating role in the relationship between cooperation, convenience, signal/symbolized object and a customer's behavior intentions (return intention, recommendation intention). The results of this study suggest that it is necessary to develop and manage the space where comfort and convenience coexist, which is an important element of the service plan to prevent customers leaving and maintain them. In addition, it can be expected that it will be used as specific customized data by studying the skin care spa, which is a field that has not been studied in the past. It has been revealed that the servicescape of a skin care spa may directly affect the customer's intention to return and recommend it to others and may also indirectly influence the customer's internal responses. Therefore, It is important to study a diversified approach to improving satisfaction by inducing customer’s behavioral intentions.