피부관리 이용실태에 따른 마케팅믹스 연구

A Study of Market Mix by Esthetic Service Use Pattern

This study investigated four different service use patterns and analyzed differences in the awareness of marketing mix 7Ps among adult women in their 20-50s who have received services at esthetic salons. To determine their recognition of marketing mix 7Ps, frequency analysis, exploratory factor analysis, reliability analysis, analysis of the mean and standard deviation, t-test and ANOVA were performed using IBM SPSS Statistics 21.0. The results found the following: Regarding the awareness of 7Ps under four different service use patterns, the length of service use differed in ‘product’ and ‘price’. Specifically, ‘1.5 - less than 2 years’ revealed the highest level of awareness in both marketing mix elements. In terms of facility type, the awareness of 7Ps was mostly high among those using a franchise chain. In terms of use frequency, a difference was found among six marketing mix elements: people, promotion, process, physical evidence, product and price. In treatment area, there was a difference in five marking mix elements: people, promotion, process, price and place. It is anticipated that the study results would be available as basic data for more systematic and efficient research in the esthetic industry and perceived as important factors in operating an aesthetic salon by analyzing practical aspects in detail.