뷰티샵 이용에 따른 서비스품질이 고객만족도와 재방문 및 구전의도에 미치는 영향

Abstract

본 연구는 취업을 준비하는 남녀 대학생들이 면접 시 뷰티샵 이용에 따른 서비스품질 만족도를 파악하고, 그에 따른 뷰티샵 서비스품질이 고객만족도와 재방문 및 구전의도에 미치는 영향을 분석함으로써, 잠재고객인 취업 면접 준비 남녀 대학생들에게 좋은 인상을 심어 주어 뷰티샵 이용에 따른 고객 만족도를 높여 재방문과 구전을 활성화 시키는 방안 마련을 위한 기초자료를 얻고자 한다. 본 연구는 실증조사를 위해 서울지역과 경기지역의 2년제, 4년제 대학생 중 취업 면접 시 뷰티샵을 이용한 남녀 대학생을 대상으로 2019년 4월 25일부터 2019년 5월 7일에 걸쳐 총 418부의 설문지를 배포하여, 최종 352를 분석 자료로 사용하였다. 수집된 자료는 SPSS 24.0의 통계프로그램을 사용하여 빈도분석, 요인분석, 신뢰도분석, 다중회귀분석을 실시해 보았다.

본 연구문제에 따른 연구결과를 요약한다면 다음과 같다.

첫째, 조사대상자의 일반적 특성을 알아보기 위해 빈도분석을 실시한 결과 성별은 남자보다 여자가 많게 나타났으며, 연령은 만22세, 전공은 인문사회계열, 최종학력은 4년제 재학 중이 많고 대학소재지는 서울, 월평균 용돈은 50만원이상~70만원미만으로 나타났으며 뷰티샵 선택 시 고려사항은 기술력이 가장 큰 비중을 차지하는 것으로 조사 되었다. 둘째, 조사대상자의 취업준비 실태를 살펴본 결과 사무직(공기업, 공단, 대기업 등)을 취업 목표 직업으로 가장 많았으며, 취업 면접 응시 횟수는 1~3회로 나타났다. 셋째, 조사대상자의 면접 헤어, 메이크업 실태를 살편본 결과 면접 시 뷰티샵 이용 경험으로는 헤어+메이크업이 55.0% 헤어 42.2% 메이크업 2.8%로 나타났으며, 이용가격으로는 헤어와 메이크업은 5만원이상 헤어+메이크업은 8만원이 높게 나타났다. 넷째, 조사대상자의 면접 헤어, 메이크업 만족도를 살펴본 결과 대체로 만족이 57.4로 가장 많았으며, 뷰티샵 이용이 면접 도움 여부를 묻는 질문에는 ‘예’가 98.0%로 높게 나타났고 그 이유로는 면접관에게 호감을 주는 이미지를 연출해서가 34.8%로 나타났다. 다섯째, 조사대상자의 일반적 특성에 따른 서비스품질 인식, 만족도, 재방문, 구전의도 차이를 분석한 결과 연령에서 만22세, 월평균 용돈에서는 10만원이상~30만원미만, 뷰티샵 선택 시 고려사항에서 교통의 편리가 높게 나타났다. 여섯째, 조사대상자의 서비스품질 인식 및 만족도, 재방문, 구전의도 간의 상관관계를 분석한 결과 서비스품질 인식 전체는 만족도(r=.910, p<.001), 재방문(r=.827, p‹.001), 구전의도(r=.805, p‹.001)와 정(+)의 높은 상관관계를 보였고, 만족도는 재방문(r=.897, p‹.001), 구전의도(r=.876, p‹.001)와 정(+)의 높은 상관관계를 보였고, 재방문은 구전의도(r=.918, p‹.001)와 정(+)의 높은 상관관계를 보였다. 일곱째 조사대상자의 서비스품질 인식이 만족에 미치는 영향을 살펴본 결과 회귀모형의 설명력은 84.5%로 나타났으며, 회귀모형의 통계적 유의도를 나타내는 F값(F=376.273)의 유의확률은 0.000(p‹.001)으로 나타나 본 모형은 적합한 것으로 나타났고, 신뢰성(𝛽=.438, p‹.001)과 반응성(𝛽=.260, p‹.001), 유형성(𝛽=.134, p‹.01)은 만족도에 정(+)의 영향을 미치는 것으로 나타났다. 이는 신뢰성과 반응성, 유형성이 높을수록 만족도도 높은 것으로 나타났다. 여덟째, 조사대상자의 서비스품질 인식이 재방문에 미치는 영향을 살펴본 결과 회귀모형의 설명력은 71.0%로 나타났으며, 회귀모형의 통계적 유의도를 나타내는 F값(F=169.551)의 유의확률은 0.000(p‹.001)으로 나타났다. 그리고 신뢰성(𝛽=.467, p‹.001)과 반응성(𝛽=.238, p‹.001), 유형성(𝛽=.138, p‹.01)은 재방문에 정(+)의 영향을 미치는 것으로 나타나 신뢰성과 반응성, 유형성이 높을수록 재방문의도도 높은 것으로 나타났다. 아홉째, 조사대상자의 서비스품질 인식이 구전의도에 미치는 영향을 살펴본 결과 회귀모형의 설명력은 71.0%로 나타났으며, 회귀모형의 통계적 유의도를 나타내는 F값(F=169.551)의 유의확률은 0.000(p‹.001)으로 나타났다. 그리고 신뢰성(𝛽=.442, p‹.001)과 반응성(𝛽=.280, p‹.001), 유형성(𝛽=.150, p‹.01)은 구전의도에 정(+)의 영향을 미치는 것으로 나타났다. 따라서 신뢰성과 반응성, 유형성이 높을수록 구전의도도 높은 것으로 나타났다. 본 연구의 결과 서비스품질 중 신뢰성과 반응성, 유형성이 만족도와 재방문, 구전의도에 영향을 미치는 것으로 확인되었으며, 이는 뷰티샵의 경쟁력 강화에 장소에 대한 외형과 고객과의 소통을 중시하는 하는 것을 알 수 있다.또한 서비스품질은 만족도 및 재방문, 구전의도에 영향을 미치므로 고객에게 추천할 수 있는 분위기를 조성하고 서비스품질을 향상 시키는데 노력해야 할 것으로 보여진다.

이러한 연구 결과에 따라 다음과 같이 제언을 하고자 한다.

첫째, 본 연구에서는 취업 준비를 하는 남녀 대학생 중 뷰티샵을 이용 한 대상으로 연구를 진행하였다. 일반적으로 뷰티샵을 방문하는 대상은 남성보다는 여성이 높으나 현대 사회에 남성들도 미적 수준이 높아져 자신을 위한 미적 투자가 활성화 되고 있어 이에 따라 남성을 대상으로 뷰티샵 서비스품질에 따른 재방문 의도에 대한 연구가 필요할 것으로 보여진다. 둘째, 고객의 원하는 욕구는 연령대별로 다르게 나타난다. 본 연구에서는 취업 준비를 하는 남녀 대학생 중 뷰티샵을 이용 한 대상으로 연구하였으나, 보다 세분화된 고객의 욕구를 파악하기 위해서는 연령대별로 욕구를 파악해야 할 것으로 보인다. 셋째, 뷰티샵의 마케팅에 대한 세분화된 교육이 필요한 것으로 보인다. 뷰티산업의 치열한 경쟁에서 영업력을 강화하고 고객만족을 위해서는 교육이 절실히 필요하며 이에 따른 재방문의도에 대한 연구를 통해 뷰티샵의 경영에 필요한 교육연구가 이루어져야 할 것이다.

|Regarding this research, it is intended to understand the level of the satisfaction with the service quality according to the use of a beauty shop when there are the interviews with the male and female college students who had been preparing for an employment, and, by analyzing the influences of the service quality of the beauty shop according to it on the level of the satisfaction, the revisits, and the intention to transmit orally of the customers, by making a good impression on the male and female college students who had been preparing for an employment interview, who had been the potential customers, by heightening the level of satisfaction of the customers according to the use of the beauty shop, it intends to obtain a basic material for the preparation of a plan for invigorating the revisits and the oral transmissions. Regarding this research, for the empirical investigation, among the 2-year system and 4-year system college students in Seoul and the Gyeonggi region, with the male and female college students who had used the beauty shop when there was an employment interview as the subjects, by distributing a total of the 418 copies of the survey questionnaire from April 25, 2019 to May 7, 2019, the final 352 survey questionnaires had been used as the analysis materials. Regarding the materials that had been collected, by using the statistical program of SPSS 24.0, the frequency analysis, the factor analysis, the reliability analysis, and the multiple regression analysis had been carried out. If I were to summarize the research results according to this research problem, they are as the following: Firstly, as a result of carrying out a frequency analysis for finding out the special, general characteristics of the subjects of the investigation, regarding the gender, there were the more females than the males. And, regarding the age, it appeared as 22 years old. Regarding the major, it appeared as the humanities and social sciences. Regarding the final academic background, there were a lot of the students attending a 4-year college. And, regarding the location of the college, it appeared as Seoul. And, regarding the average monthly allowance, it appeared as 500,000 won or more ~ less than 700,000 won. And it had been investigated that, regarding the matters to be considered when selecting a beauty shop, the technological ability captures the greatest relative weight. Secondly, as a result of taking a look at the actual conditions of the employment preparations of the subjects of the investigation, the office job (Public corporations, industrial corporations, large corporations, etc.) had been the most among the jobs that had been the goals of the employments. And the number of the times of taking the employment interviews appeared as 1 time~3 times. Thirdly, as a result of taking a look at the actual conditions of the interview hair and makeup of the subjects of the investigation, regarding the experience of having used a beauty shop when there was an interview, it appeared that the hair+makeup was 55.0%, the hair was 42.2%, and the makeup was 2.8%. And, as for the price of the usage, the hair and the makeup appeared high at 50,000 won or more and the hair+makeup appeared high at 80,000 won. Fourthly, as a result of taking a look at the levels of the satisfaction with the interview hair and with the makeup of the subjects of the investigation, generally, the satisfaction was the highest at 57.4. And, to the question that asked whether or not the use of a beauty shop helps with an interview, 'Yes' appeared high at 98.0%. And, as for the reason, because an image that gives a favorable impression to the interviewer gets produced appeared at 34.8%. Fifthly, as a result of analyzing the recognition of the service quality, the level of satisfaction, the revisits, and the intention to transmit orally according to the special, general characteristics of the subjects of the investigation, the age appeared to be 22 years old, the average monthly allowance appeared to be 100,000 won or more~less than 300,000 won, and, among the matters to be considered when selecting a beauty shop, the convenience of the transportation appeared highly. Sixthly, as a result of analyzing the correlations between the recognition of the service quality, the level of satisfaction, the revisits, and the intention to transmit orally on the part of the subjects of the investigation, the entire recognition of the service quality showed the positive (+), high correlations with the level of satisfaction (r=.910, p<.001), the revisits (r=.827, p‹.001), and the intention to transmit orally (r=.805, p‹.001). And the level of satisfaction showed the positive (+), high correlations with the revisits (r=.897, p‹.001) and the intention to transmit orally (r=.876, p‹.001). And the revisits showed the positive (+), high correlation with the intention to transmit orally (r=.918, p‹.001). Seventhly, as a result of taking a look at the influence of the service quality recognition of the subjects of the investigation on the satisfaction, the explanatory power of the regression model appeared at 84.5%. And, because the significance probability of the F-value (F=376.273) that represents the statistical significance level of the regression model appeared at 0.000 (p‹.001), it appeared that this model was suitable. And it appeared that the reliability (𝛽=.438, p‹.001), the reactivity (𝛽=.260, p‹.001), and the materiality (𝛽=.134, p‹.01) have the positive (+) influences on the level of satisfaction. It appeared that, the higher the reliability, the reactivity, and the materiality, the higher the level of satisfaction was, too. Eighthly, as a result of taking a look at the influence of the service quality recognition of the subjects of the investigation on the revisits, the explanatory power of the regression model appeared at 71.0%. And it appeared that the significance probability of the F-value (F=169.551), which represents the level of the statistical significance of the regression model, was 0.000 (p‹.001). And, because it appeared that the reliability (𝛽=.467, p‹.001), the reactivity (𝛽=.238, p‹.001), and the materiality (𝛽=.138, p‹.01) had the positive (+) influences on the revisits, it appeared that, the higher the reliability, the reactivity, and the materiality, the higher the intention to revisit, too. Ninthly, as a result of taking a look at the influence of the service quality recognition of a subject of the investigation on the intention to transmit orally, the explanatory power of the regression model appeared at 71.0%. And the significance probability of the F-value (F=169.551), which represents the level of the statistical significance of the regression model, appeared at 0.000(p‹.001). And it appeared that the reliability (𝛽=.442, p‹.001), the reactivity (𝛽=.280, p‹.001), and the materiality (𝛽=.150, p‹.01) had the positive (+) influences on the intention to transmit orally. As a result, it appeared that, the higher the reliability, the reactivity, and the materiality, the intention to transmit orally was higher. As a result of this research, it was confirmed that, among the service qualities, the reliability, the reactiveness, and the materiality had the influences on the level of satisfaction, the revisits, and the intention to transmit orally. From this, we can know that, in strengthening the competitiveness of a beauty shop, the outward appearance regarding the place and the communication with the customers are considered to be important. Also, as the service quality has the influences on the level of satisfaction, the revisits, and the intention to transmit orally, it looks like there must be the efforts for forming an atmosphere that can be recommended to the customers and for improving the service quality. According to such results of the research, I would like to make the following proposals: Firstly, in this research, among the male and female college students who had been preparing for employment, with the subjects who used a beauty shop, the research had been proceeded with. Although, generally, regarding the subjects who visit a beauty shop, there are more females than the males, in the modern society, because the aesthetic level of the males became high and because the aesthetic investments for themselves have been getting invigorated, it is considered that, according to this, with the males as the subjects, a research on the intention to revisit according to the service quality of the beauty shop will be needed. Secondly, the desire that is wanted by a customer appears differently by age bracket. Although, in this research, the research had been carried out with the subjects who used a beauty shop among the male and female college students who had been preparing for the employment, in order to understand the more detailed desires of the customers, it looks like the desires by age bracket must be grasped. Thirdly, it looks like the detailed education regarding the marketing by the beauty shops is needed. In order to strengthen the sales ability and for the customer satisfaction in the fierce competition in the beauty industry, the education is desperately necessary. And, through the researches on the intention to revisit according to this, the education researches that are needed for the management of the beauty shop must take place.