이용실의 이용실태에 따른 감각 마케팅과 고객만족도

Abstract

With male interest in external appearance increasing, the purpose of this study is to provide basic data that will help to optimize customer satisfaction and develop marketing strategies for barber shops by utilizing sense marketing through the identification of the difference between sense marketing and customer satisfaction following the current status of barber shops. As for the data collection, the study targets men who reside in Daejeon, Chungcheongnam-do. The measurement tool was comprised of demographic characteristics, the current status of the barber shop, sense marketing and customer satisfaction. A total of 299 survey questionnaires were analyzed by SPSS 21.0. Key implications drawn from the ensuing results and conclusion are as follows. It is necessary to re-examine all that the customers touch during their time in a barber shop. It was demonstrated that an attitude of providing information on the use of the barber shop and hair is necessary so that those customers whose visit cycle to a barber shop tends to be long can approach it with greater familiarity. In other words, customers who use barber shops can recognize the barber shop as a shop with a high level of specialty. Likewise, it is necessary to factor in elements that can convey a professional image both internally and externally. Thus, it is necessary to make an effort to justify fee increases by increasing the breadth of the basic services or by making a menu that enables customers to select freely instead of merely increasing fees. To transform the awareness that the barber shop-specific services are being provided correctly, it is necessary to prevent customer departure to beauty salons by emphasizing that the services are those offered exclusively by the barber shop, differentiating it from beauty salons.