뷰티살롱의 서비스질이 고객 만족에 미치는 영향에 관한 연구

An Empirical Study of the Effect of Service Quality on Customer Satisfaction in the Beauty Salon

  The extant study on customer satisfaction in the beauty salon has not been conducted yet. This study may be the first empirical study of customer satisfaction in the beauty salon. This paper explores empirically the effects of service quality on customer satisfaction in the service encounter of beauty salon, in addition to customers" service expectation. Also we try to answer the question, "What is the major reason for the customer to show the service satisfaction toward specific beauty salon?" By introducing service expectation and encounter service quality as new determinants of customer satisfaction, we have introduced a conceptual model with parsimony and higher explanatory adequacy. The results show that encounter technical service quality and functional service quality have direct effect on customer satisfaction as important factors. Technical service quality has been proved to be the most influential one when we regard the effect of the variables upon customer satisfaction. However, it should be emphasized that it is necessary to conduct encounter functional service quality, as well as technical service quality, to increase customer satisfaction.