뷰티업계 이미지 관리 방안에 관한 연구

A Study of an Image Management Plan in the Beauty Industry - Focusing on beauty service industries -

These days, the beauty industry has become more specific and professional. As a result, the image of the beauty industry has been influential. This study has attempted to investigate an efficient image management plan in the beauty industry through a theoretical review and analysis on related literature records. First, in terms of the relationship between the quality of service and customer satisfaction, customer satisfaction increased when the expectation of service quality was satisfied. Second, in terms of the relationship between customer satisfaction and customer loyalty, customer satisfaction had a positive effect on customers’ repurchase intention and word-of-mouth. In addition, customer satisfaction directly relates to customer loyalty. Third, image management through the introduction of systematic management and market niche has expanded the domain of differentiated beauty shops through continued development of new manuals as well as technical aspects and introduction of unique beauty salons targeting Customer Relationship Management (CRM) and market niche. Fourth, it has been confirmed that quality of service can be improved through employee education and training.