중요도-실행도 분석(IPA)을 이용한 피부관리샵 점포선택속성의 평가

A Study of the Evaluation on Selection Attributes of Skincare Salons Using Importance-Performance Analysis (IPA) -Focusing on the Difference between Sole Proprietor and Franchise Salons–

This study has attempted to find out how the importance and satisfaction of skincare salon selection attributes, whose importance is perceived by many customers, change depending on thetype of shop (sole proprietorship or franchise) using Importance-Performance Analysis (IPA) and suggests basic data for a marketing strategy for salon customers. For this, an empirical survey and statistical study were performed amongsta total of 216 skincare salons in the City of Gwangju. According to the analysis, four (4) skincare salon selection attributes were obtained: image, service, marketing,and system. The customers who preferred sole proprietor and franchise salons were mostly aware that 'service' and 'system'were important selection attributes. In terms of satisfaction, 'service' was mostly high while 'system' was low. Considering these facts, it can be said that 'service' is the attribute that should be maintained while 'system'is the one which should be improved. As shown in this study, skincare salon customers mostly take employees' skills and kindness very seriously. In addition, they expect that they will get services from the latest facilities at lower prices. Therefore, skincare salons need to pay attention to these aspects in order to enhance customer satisfaction.