Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The effect of Servicescape on the Customer Orientation of Beauty Professionals

  • Park, Eui-Hyun (Dept. of Beauty Arts, Graduate School, Seokyeong University) ;
  • Lee, In Hee (Dept. of Beauty therapy & Make up, College of Beauty Arts, Seokyeong University)
  • Received : 2018.06.18
  • Accepted : 2018.07.23
  • Published : 2018.07.30
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Abstract

The purpose of this research study is to analyze the effect of servicescape on customer orientation of skin beauty professionals. To attain the purpose, this study conducted self-administered survey of skin beauty professionals who have been working in Seoul cities and Gyeonggi provinces. by handing out total 438 copies of questionnaire. But 400 copies except for 38 ones of those respondents deemed to be unfaithful responses were analyzed and researched. A total of 400 questionnaire responses were used for data analyses. According to the results of factor analysis, Factor analysis revealed five factors of servicescape-surrounding factors, functionality, aesthetics, safety, and convenience- and three factors of customer orientation of beauty professional-understanding customer needs, beauty professional needs to offer services and meeting customer needs of beauty professionals. The result of regression analysis revealed that as for understanding customer needs of skin beauty professionals, convenience and functionality, safety and aesthetics has significant effects. All five factors of servicescape, safety, aesthetics, functionality, surrounding factors and conveniences, have significant effects on meeting customer needs. Regarding beauty professional needs to offer services, safety, functionality and convenience factor were significant factors. The study is to provide preliminary data on information useful in developing the method for managing and improving servicescape.

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References

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