The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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The Effect of Single Hairdresser Service Quality on Behavioral Intention through Customer's Emotional Response

1인 미용실 서비스 품질이 소비자의 감정반응을 통해 행동 의도에 미치는 영향

  • 김도의 (서강대학교 경영학과 ) ;
  • 노혜영 (한양대학교 경영학과 ) ;
  • 채영일 (인천재능대학교 뉴미디어마케팅학과)
  • Received : 2022.12.20
  • Accepted : 2023.01.09
  • Published : 2023.01.31
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Abstract

In the current situation of social distancing due to COVID-19, the use of one-person hair salons, which are safer than franchise hair salons, is emerging again. One-man hair salons provide personalized services at high prices, so they can be said to be an industry that required high quality services than franchise hair salons. Despite these characteristics, many studies on hair salon services are focused on franchise hair salons. Therefore, this study was conducted through empirical analysis with the purpose of finding out how the service quality of a one-man hair salon, which required high service quality, affects behavioral intention through the coexistence of customer satisfaction and dissatisfaction. As a result of this study, it was found that the pleasure of consumers in one-person hair salons increases the intention to revisit the most. Those pleasure showed that it is more important to respond and empathize with consumers as well as its expertise of hair designers than the appearance of beauty salons. Through this study, the characteristics of a one-man hair salon were examined and significant results were found.

현재 코로나 19로 인한 사회적 거리 두기 상황에서 프렌차이즈 미용실보다 더 안전한 1인 미용실의 이용이 다시금 부상하고 있다. 1인 미용실은 높은 가격에도 개인 맞춤 서비스를 제공함으로 프렌차이즈 미용실보다 서비스 측면이 강하게 요구되는 업종이라 할 수 있다. 이러한 다른 특징에도 불구하고 기존의 많은 미용실 서비스 관련 연구들이 프렌차이즈 미용실에 집중되어 있다. 따라서 본 연구는 서비스 품질이 강하게 요구되는 1인 미용실의 서비스 품질이 고객의 만족과 불만족 공존성을 통해 행동 의도에 어떠한 영향을 미치는지 알아보고자 하는 목적을 가지고 실증분석을 통해 연구되었다. 본 연구 결과로 1인 미용실에서 소비자의 즐거움이 재방문의사를 가장 높이는 것으로 나타났다. 이러한 즐거움은 미용실의 외관보다는 헤어 디자이너의 전문성은 물론 소비자에 반응하고 공감하는 것이 중요하다는 것을 보여줬다. 본 연구를 통해 1인 미용실이 가지는 특징을 살펴보았고 유의미한 결과를 발견할 수 있었다.

Keywords

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