미용 서비스 실패 유형이 고객만족에 미치는 영향

The Effect on Customer Satisfaction According to Type of Failure in the Beauty Industry －Focusing on the Mediation Effects of Service Recovery Justice－

The aim of this study was to conduct a theoretical examination of the relationship between three factors - namely, the service failure type, the customer satisfaction, and the service recovery justice –, and to suggest some practical considerations for managers of beauty shops to improve the management of their shops. The results of this study demonstrate that a practical recovery system is required not only to respond to customers’ needs, but also to convert risks into opportunities by increasing customer satisfaction in highly risky situations of service failure. The findings also show that profit generation through an increase in customer satisfaction requires intermittent marketing efforts around service quality increase, as well as fair and active claim management in cases of service failures. Therefore, beauty service companies need to put service recovery strategies in place to be able to deal with service failures effectively. It is also worth noting that in events of service failures, maximum positivity in customers’ emotions can be achieved by front-line staff when they are able to observe customers’ emotional changes promptly and to respond to them actively and with appropriate authority.