미용 서비스 품질이 재이용의도와 구전효과에 미치는 영향에 관한 연구 : 피부관리업계를 중심으로
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The purposes of this study were following; First, we were to provide the basic data for building the marketing strategy in the Beauty service. Second, we were to provide the better service to the customers through exploring what the customers focus on in the Beauty service quality. Third, we were to provide the implications which enhance the relation between the service providers and customers in the Beauty service through studying the relation among customer's perceived Beauty service quality, customer's satisfaction with Beauty service, service value, intention of re-purchasing and word-of-mouth communication. The implications of this study were following; First, the service quality has the positive effect on the customer satisfaction, service value, intention of re-purchasing and word-of-mouth communication in the Beauty service. So we have to consider that the modern equipment and facilities, clean and comfortable esthetic salon are important in the Beauty service. Second, customer satisfaction has the positive effect on the service value, intention of re-purchasing and word-of-mouth communication. And it's clear that we have to make any efforts to build the service circumstance for all related factors when we provide the Beauty service. Third, in the service value's effect on the intention of re-purchasing and word-of-mouth communication, the perceived monetary value and perceived non-monetary value has stronger effect than the perceived sacrifice. It means that customer think there is a sacrifice for getting the service in the esthetic salon many people are using, so they feel free to ready to accept the sacrifice. Fourth, generally, when the product can be differentiated in the quality, it could be linked to the effective marketing. However Beauty service can't promote the qualitative differentiation because it is Beauty product. In order to overcome this problem, we need to give the continuous trust to the customer. The limitations of this study are following; First, we only measured the service quality of staff working in the Beauty service center of general esthetic salon. Second, we failed to generalize our results of study because we limited sample within the general face care esthetic salon. Third, we neglected the variables which could have effect on the satisfaction and service value in the service encounter. Fourth, we need to research the broad region because our study focus on the limited area like Masan and Changwon. So it's difficult to generalize the our results of study. Fifth, among scholars, there are many debates over the casual relation between the service quality and customer satisfaction. However we accept the scholar's view which service quality has effected on the customer satisfaction. Sixth, we took not service provider's view but the customer's view when we measured the service quality and service value.