感性마케팅 서비스가 孤客滿足道에 미치는 影響

Abstract

As emotion came to the fore in such fields of service industry as emotional management, emotional marketing, emotional engineering and emotional leadership in the 21st century, all the cultural fields also have attached great importance to the value of emotion, thus positioning the emotional trend as a new tide of times. In a traditional industrialized society, reason-based rationality was what was taken count of, but the advancement to a service industry-oriented society gradually has attached great importance to such subjective and psychological areas as emotion, sense and experience. In particular, instead of satisfying the needs of rationality which are influenced by the phenomena of being responded by sensitive feelings or experiences which are difficult to be judged by the human rational approach of consumers' psychological phenomena, the consumption culture attaches great importance to emotional marketing as a marketing strategy of satisfying consumers' emotional desires via sensitive information which interacting with consumers' psychology. Therefore, market environment has changed from the business entity led supplier-oriented market in the past to the consumer led user-oriented one for the present. In this vein, the environment of domestic cosmetic marketing also has changed from the period of business-oriented passing-down of technology, of technological elite, and of technology propagation into the period of customer satisfaction-oriented technology creation and of technology ordering. And domestic cosmetic industry only carried out function-oriented management all the while, but economical development and customer standard enhancement have achieved the advancement of cosmetic market, thus making managers in cosmetic service industry recognize the importance of cosmetic management and service marketing gradually. Furthermore, as the scale of cosmetic service industry increased and franchises expanded, the standardization of technology has been realized, thus making cosmetic service business not be able to have competitive advantages only with superior technological means. Therefore, service competitiveness became an important task and services which were discriminated from competitors became the core issue of business entity's survival. So, the success or failure of business entities depends on how much an emotionally vivid service could satisfy customers. Therefore, the purpose of this study was to examine the literature on the emotional services of existing cosmetic service business and then present the components of emotional service marketing. In addition, the investigator examined the influence of the five emotional service components recognized by beauty salon users upon customer satisfaction and significance, in order to minimize customers' complaint and cope with customer psychology appropriately, thus providing help in establishing emotional service marketing strategies for customers' re-visitation. In order to concretely materialize consumers' emotional desires in the sales of tangible products and intangible services, it is necessary to examine and find out consumers' psychology. So, the investigator established the service areas of five senses as influential variables upon such dependent variables as satisfaction and preference. And the investigator carried out the analysis on satisfaction and significance as parameters and then statistically processed it through a questionnaire survey. Study findings showed that all the service areas of five senses (sight, hearing, taste, touch and smell) had statistically significant influence upon significance and preference. Among them, the sense of sight had the biggest influence upon significance and preference and it was followed by the sense of touch and the sense of smell in order. In addition, study findings showed that beauty salon customers recognized cosmetic services not only by its technologic aspects but also by their five senses' emotional aspects and regarded their five senses' satisfaction with services as their satisfaction with the beauty salon itself. Furthermore, their preferences of a certain beauty salon were influenced by their five senses' satisfaction with services as well.