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Research on the Relationship between the Service Quality and Customer Loyalty of the Hair Beauty Industry for the Silver Generation : With a Focus on Relationship Quality

실버세대 헤어 미용업의 서비스품질과 고객충성도에 대한 관계성 연구: 관계품질을 중심으로

  • 유민정 (서경대학교 미용예술학과) ;
  • 김성남 (서경대학교 미용예술학과)
  • Received : 2017.05.17
  • Accepted : 2017.07.07
  • Published : 2017.07.31

Abstract

The silver generation in our aging society will rapidly emergeas a new consumer group and the service industry used by silver customers will develop going forward. The beauty service sector is one of the most needed ones for the qualitative improvement of life for the silver generation. In this research, ananalysis was conducted on 244 persons of the silver generation living in Seoul, in order to examine the factors affecting the quality of the beauty service for the silver generation and their relationships with customer loyalty. For the statistical treatment of the empirical analysis, the SPSS 23.0 and AMOS 23.0 statistical programs were used. The results of the analysis showed that the service quality perceived by the silver customers who used the beauty service had significant effects on trust and flow, which are the relationship qualities, and that trust and flow had positive effects on customer loyalty. Also, it was found that, in the relationship between service quality and customer loyalty, trust had mediating effects on reliability, responsiveness, empathy, and assurance, and that flow had mediating effects on reliability, responsiveness, empathy, assurance, and tangibility. The results of this research are significant in that they present the basic data enabling the beauty industry to play an important role for the silver generation, under the present circumstances in which the beauty service industry has minimal educational programs exclusively available for the silver generation.

Keywords

beauty service;customer loyalty;relationship quality;service quality;silver generation

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