메이크업샵 이용특성 분석 및 부가서비스품질이 고객만족과 구전의도에 미치는 영향

Therefore, this study has attempted to provide useful information for the improvementof service quality in makeup stores, customer satisfaction and word-of-mouthrecommendations after investigating consumer use patterns in these stores and the effectsof the quality of additional services on customer satisfaction and personalrecommendation. The collected data have been analyzed using SPSS v. 17.0, and a testwas conducted at the 5% significance level. The following methods were used foranalysis: frequency analysis, descriptive statistics analysis, correlation analysis, factoranalysis, reliability analysis, Cronbach's alpha and linear regression analysis. In terms ofscope of research, a total of 229 questionnaires were distributed to the customers of amakeup store in Gwangju from June 2 to July 3, 2013. The research consisted of makeup & current industry status, quality of beauty services & additional services, customer satisfaction & word-of-mouth recommendations, research design & use patterns and additional service-related analyses. According to the research, additional services had no effect on customer satisfaction but that the quality of additional services and customer satisfaction were critical factors in terms of effect on word-of-mouth recommendation.