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A Study on Relations among Service Quality, Customer Satisfaction, and Revisit Intention in Scalp & Hair Loss Care Shop

  • 저자

    문은주

  • 학위수여기관

    한남대학교 사회문화·행정복지대학원

  • 학위구분

    국내석사

  • 학과

    향장미용학과

  • 지도교수

    송연숙

  • 발행년도

    2014

  • 총페이지

    iv, 80 p.

  • 키워드

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13539108&outLink=K  

  • 초록

    In a modern society, environmental factors such as environmental pollution caused by industrialization and urbanization and body imbalance caused by biological problems including stresses, dietary life and excessive weight loss have been threat to scalp and hair health. In addition, frequent change in hairstyles imitating the latest celebrity hairstyles can have chemical and physical damages on scalp and hair. Furthermore, body imbalance caused by various stresses and environmental hormone, new diseases, drinking, smoking and diet have caused nutritional imbalance and weakened immune systems, causing hair loss. Therefore, this study attempted to figure out the effects of service quality factors on customer satisfaction and revisit intention after classifying service quality in scalp & hair loss care shops against the shop users in Seoul and Gyeongi area and use the results as basic data in conducting related studies. The study results found the followings: First, according to analysis on demographic characteristics, 'women,' 'married,' '30-40s' and 'office workers and housewives' were high in terms of gender, marital status, age and occupation respectively. In terms of education, distance and frequency, 'college graduates or higher,' 'less than 2km or more than 4km' and 'once a month' were high. When asked what is most important in scalp & hair loss care shops, 'technique' was most responded. When asked how they know about the shop, 'family/friends' were highly answered. Second, according to descriptive statistics on service quality in scalp & hair loss care shops, 'waiting time' was the highest, followed by 'service,' 'sanitation,' 'quality of treatment products,' 'indoor convenience,' 'outdoor convenience' and 'price' in terms of customer satisfaction. Third, according to analysis on differences in service quality in scalp & hair loss care shops by general characteristics, those aged 40 or older seemed more satisfied with service quality, service and sanitation than those under 40. In terms of educational background, 'college graduates or higher' were more satisfied with service quality, sanitation, indoor convenience and quality of treatment products than 'high school graduates or lower.' Fourth, according to analysis on difference in service quality by the visit pattern of the scalp & hair loss care shops, satisfaction with service quality was higher in 'more than 4km' than in 'less than 4km' in terms of distance. In 'waiting time,' customer satisfaction was the highest when the distance was less than 2-3km. As the frequency of use increased, higher satisfaction was observed. In terms of outdoor convenience, as the frequency of use decreased, satisfaction increased. In terms of the length of service used, those with 'more than one (1) year' were more satisfied with the service than 'those with 'less than one (1) year.' In terms of selection criteria, 'technique' and 'service' were more satisfied than other factors. When asked how they know about the shop, 'friends/family' was most responded. Fifth, in terms of customer satisfaction and revisit intention, '40 or higher' was the highest while '30-40' was the lowest in age. Sixth, according to analysis customer satisfaction and revisit intention, 'more than 4km' was higher than 'less than 4km' in terms of distance. In addition, as the frequency of use increased, revisit intention was higher. In terms of the length of service used, 'more than one (1) year' was higher than 'less than one (1) year.' In terms of selection criteria, 'technique' and 'service' were high in terms of customer satisfaction and revisit intention. When asked how they know about the shop, 'friends/family' was most responded. Tenth, according to analysis on service quality, customer satisfaction and revisit intention, statistically significant correlation was found between service quality and customer satisfaction and between service quality and revisit intention as well. Eleventh, according to analysis on the effects of service quality on customer satisfaction, 'price' was the highest, followed by 'quality of the treatment products,' 'service' and 'outdoor convenience' in terms of relative influence. Twelfth, according to analysis on the effects of service quality on revisit intention, 'price' was the highest, followed by 'quality of treatment products' and 'service' in terms of relative influence. According to the results above, it was confirmed that 'service quality' is correlated with customer satisfaction and revisit intention. Among service quality factors, 'price,' 'quality of treatment products,' 'service' and 'outdoor convenience' were critical in enhancing customer satisfaction while 'price,' 'quality of treatment products' and 'service' were important in improving revisit intention. Therefore, it was concluded that the improvement of customer satisfaction through the service quality is critical in enhancing revisit intention. Therefore, if more techniques are applied to drive more systematic and universal results by broadening the subjects of study, more reliable results could be obtained. In turn, they would make a big contribution to the development of scalp & hair loss care service industry and customer satisfaction and customers' revisit by improving the quality of services.


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