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The Effect of Consumer's Participation on Emotional Response, Service Quality Perception and Revisiting Intention in the Beauty Service Field

미용 서비스 현장에서 소비자 참여가 감정적 반응과 서비스 품질 지각 및 재방문 의도에 미치는 영향

  • Choi, Woo-Lee (Dept. of Business Adminstration, Ulsan University) ;
  • Park, Jong-Hee (Dept. of Business Adminstration, Ulsan University) ;
  • Hwang, Yeon-Soon (Dept. of Beauty Design, Choonhae College of Health Sciences)
  • 최우리 (울산대학교 경영학과) ;
  • 박종희 (울산대학교 경영학과) ;
  • 황연순 (춘해보건대학 피부미용디자인과)
  • Received : 2011.05.17
  • Accepted : 2011.09.28
  • Published : 2011.12.31

Abstract

The primary purposes of this study were to investigate on effect of consumer's participation on their emotional response, service quality perception and revisiting intention in the beauty service field. The data were collected from 385 customers of beauty salons in Busan area, Gimhae area in Kyongnam and Daegu area. It was analyzed by frequency analysis, factor analysis, reliability analysis, and path analysis. The results were as follows: First, consumer was experienced positive emotion toward their participation of service offering course. Second, there were significant influence their participation on their service quality perception. And in the case mediating emotional response, their were more influence. Finally, consumer was perceived positively service quality when they was experienced positively emotion in service field during service offering course. And they had revisiting intention when they was perceived service quality excellently.

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