여대생의 헤어 커트 시술 후 불만족과 불평행동 연구

A Study of Dissatisfaction and Complaints after Hair Cuts among College Women

This study investigated customers' dissatisfaction and complaints after hair cuts. The percentage of customers who have felt unhappy and displayed complaining behavior after hair cuts was 98.4% and 78.6%, respectively. In correlations among variables-apart from the consultation process-complaining behavior method and complaining behavior method-reasons for complaints-according to correlation analysis between causes of dissatisfaction and complaints, a significant relation was found at a level of 0.01. According to an analysis of the effects of the causes of dissatisfaction and the cause complaints, statistical significance was found in hair cut technique (3.752, p=000) and hair cut services (3.484, p=001). According to the effects of complaints on the causes of dissatisfaction, t-value was 2.588, 3.159, and 5.250 in the consultation process, hair cut technique, and hair cut services, respectively. Therefore, it was confirmed that complaints had an effect on all causes of dissatisfaction. Those who complained at least once were better in perceiving the cause of dissatisfaction. The study results found that it would be necessary to keep managing customers' dissatisfaction with their hair cuts at beauty salons. In addition, it would be available as basic data in coming up with a solution for those who have not expressed their unhappy feelings and in improving customer satisfaction.