네일서비스 7Ps 요인이 네일샵 만족도 및 충성도에 미치는 영향

The Effect of the Marketing-mix Components of Nail Service on Satisfaction and Loyalty toward Nail Shop

This research investigates the marketing-mix components of nail service in accordance with the characteristics of nail service. This study both analyzes the possible consequence of the change for the degree of nail shop satisfaction and loyalty and identify how satisfaction with nail shop service influences loyalty toward the service. One of the key findings of this study is that ‘People’, ‘Physical Evidence’, ‘Process’ and ‘Price’ are the factors that determines the extent of satisfaction with nail shops. ‘Process’ and ‘Place’ are influential elements in nail shop loyalty. ‘People’ and ‘Process’ among the components are proved to be major influences on the satisfaction and loyalty. This study also demonstrates we are in high need of more systematic and efficient marketing strategies according to the marketing-mix components of the service.