Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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A Study on the Actual Condition and Service Quality of Men's Consumers' Use of Hairdressing Room

남성 소비자의 미용실 이용 실태와 서비스 품질이 만족도 및 충성도에 미치는 영향

  • Li, Shun-Hua (Department of Education Theory of Cosmetology, Konkuk University) ;
  • You, Seon-Hee (Department of Beauty Stylist-Major in Skin Care, Yeonsung University) ;
  • Jung, Da-Woon (Department of Cosmetology, Konkuk University)
  • 리순화 (건국대학교 교육대학원) ;
  • 유선희 (연성대학교 뷰티스타일리스트과) ;
  • 정다운 (건국대학교 산업대학원)
  • Received : 2019.02.22
  • Accepted : 2019.03.15
  • Published : 2019.03.31
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Abstract

The study wanted to compare the use status of general beauty salons and men's hair salons for male customers managed by male practitioners and to check the impact of service quality awareness on satisfaction and loyalty. A total of 405 people were used as analysis materials. Principle Component Analysis was used to verify the reliability and validity of the measurement tool. Sub-factors of service quality recognition have derived expertise, affinity, reliability and persistence. The validity and reliability of satisfaction and loyalty were verified. Based on the results of this study, the differences in hair involvement in general beauty salons and men's specialty salons, service quality awareness, satisfaction and loyalty were identified. The relationship between professionalism, affinity, reliability, persistence by sub-factor of service quality awareness has been identified with satisfaction, loyalty and statistically significant positive (+). In addition, male professional beauty salons had positive effects on service quality awareness of satisfaction and loyalty. Service quality satisfaction has been confirmed to have a positive impact on loyalty. In this study, the beauty of the men through the significant marketing potential use as basic data on the market feed that the portraits.

본 연구는 남성 시술자를 통해 관리 받은 남성 고객을 대상으로 일반 미용실과 남성 미용실에 대한 이용 실태 비교와 서비스 품질 인식이 만족도 및 충성도에 미치는 영향을 확인하고자 하였다. 총 405명의 설문지를 분석 자료로 사용 하였으며, 측정 도구의 신뢰도 및 타당성을 검증하기 위해 주성 분석을 이용하였다. 서비스 품질 인식의 하위요인으로는 전문성, 친화성, 신뢰성, 지속성을 도출하였고, 만족도 및 충성도의 타당성 및 신뢰도 검증을 실시하였다. 연구 결과, 일반 미용실과 남성 전문 미용실의 헤어 관여도, 서비스 품질 인식, 만족도 및 충성도에 대한 차이가 확인되었으며, 서비스 품질 인식의 하위요인별 전문성, 친화성, 신뢰성, 지속성은 만족도, 충성도와 통계적으로 유의미한 정(+)의 상관관계가 확인되었다(p<0.01). 또한, 남성 전문 미용실은 서비스 품질 인식이 만족도와 충성도에 정(+)의 영향을 미치며, 서비스 품질 만족도는 충성도에 정(+)을 미치는 것으로 확인되었다. 본 연구를 통하여 남성들의 뷰티 시장에 중요한 마케팅 기초 자료로써 활용 가능성이 있음이 사료되어 진다.

Keywords

Table 1. Validation of Service Quality Recognition

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Table 2. Validate the Service Quality Satisfaction and Loyalty

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Table 3. Demographic Characteristics

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Table 4. Hair Involvement

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Table 5. Comparison of the Location, Purpose, and Method of Use of Beauty Service According to the Choice of Beauty Salons

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Table 6. Comparison of Hair Intervention According to the Choice of Hair Salons

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Table 7. Sub-factor of Service Quality Recognition by Beauty Salons Choice

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Table 8. Comparison of Satisfaction and Loyalty by Choice of Beauty Salons

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Table 9. Validate the Correlation Between Service Quality Iecognition Factors and Satisfaction and Loyalty

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Table 10. Effect of Sub-factor of Service Quality Recognition on Satisfaction

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Table 11. Effects of Quality of Service Recognition Sub-factor on Loyalty

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Table 12. Effect of Service Quality Satisfaction on Loyalty

HGOHBI_2019_v36n1_90_t0012.png 이미지

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