고객의 인지된 미용서비스 요인과 서비스만족, 재구매의도의 상관관계에 관한 연구

Abstract

ABSTRACT

A Study on the correlation between customer's recognition of and satisfaction with cosmetic service factors, and their intention for repurchasing the service

Chun, Mi Ra Major in Make up & Hair Design Dept. of Fashion Art & Design Graduate School of Arts Hansung University

This study delves into crucial constituents such as the characteristics of service provider, the price of the service, and materialistic service circumstance for improving service quality as a pivotal factor in a hair salon, and examines how various other elements based on these constituents affect the research model and the hypothesis showing customer' satisfaction for the service and the intention for repurchasing the service. The concrete goals of this dissertation are as follows. First, this dissertation makes a study of the characteristics and the elements of service quality to exercise its influence on customers' satisfaction for the service and the intention for repurchasing the service in a hair salon. Second, it forms a hypothesis and a model and makes a practical analysis about how the characteristic of service provider and the price of the service, and the materialistic circumstances of the service has an influence on customer' satisfaction for the service and the intention for repurchasing the service in a hair salon. Third, it makes analysis on how customers' satisfaction for the service has an influence on the intention for repurchasing the service in a hair salon. In this dissertation, the theoretical research and the practical research go side by side to achieve the aforementioned goals. examining various theories and the practical research of concerning the characteristic of employees (service providers) and the price of the service, and the materialistic circumstances of the service. The practical research form and inspects a hypothesis on multifarious evaluating factors and the customer's satisfaction for the service and the intention for repurchasing the service affecting the whole service quality engendered from the theoretical research on customers' satisfaction for the service and the intention for repurchasing the service concerning whole service quality. This study's argument is as follows. Each service business has to regain a continuous advantage and obtain excellent results as well provide prominent service to be able to differentiate itself from competitors through it. In addition, the study on tactics which affect business results through the regional comparison and the intraregional comparison is needed, and another study on crucial function of other service businesses such as financial business, franchise business, and hospitals through a comparative study with a hair salon is needed. Also, it seems that we need more practical studies such as an intense research on multiple factors constituting the service and various causal relations about exterior cause like temporal background.