뷰티 서비스 환경이 서비스가치 및 고객만족과 재방문의도에 미치는 영향

A Study of the Effects of Service Environments on Service Values, Customer Satisfaction and Intention to Revisit

This study attempted to figure out how nail salon customers perceive service environments and how this affects service values, customer satisfaction and intentions to revisit. The study specified the type of salon (store vs. shop-in-shop retailer) and used structural equation modeling(SEM). For this, a total of 353 questionnaires were used for final analysis. Then, covariance structure analysis was performed using AMOS 18.0. The study results found the following: first, both “convenience” and “mutual assistance” had a positive effect on service values in both stores and shop-in-shop retailers. Second, in the case of stores, “mutual assistance” and “aesthetics” had a significant influence on customer satisfaction. In the case of shop-in-shop retailers, a significant relationship was found between customer satisfaction and “mutual assistance,” “aesthetics” or “accessibility.” Third, in both stores and shop-in-shop retailers, as service values and customer satisfaction perceived by nail salon customers rose, the intention to revisit increased as well.