감성적 접근을 통한 남성의 피부관리실 이용 만족에 관한 연구

A Study on Men’s Satisfaction with use of Skin Care Shop through Emotional Approach

This study analyzed the service quality and satisfaction of the skin care shop through the emotional approach to men s skin care shop, and its purpose lies in contributing to the efficient activation and development of the skin beauty industry by providing the baseline data for establishing the emotional marketing strategies to enhance the customer satisfaction in a fast growing male beauty market. A total of 310 questionnaires were administered to the men who had experienced using the skin care shop, and excluding 4 insincere responses of the irrelevant 304 ones collected, 300 of them were used as the final analysis data. In the collected data, frequency analysis, crossover analysis, and factor analysis were conducted by using SPSS v.21.0. Taken together, these results suggest that men who use the skin care shops do not only expect the skin care effect but are consuming activities by using the skin care shops to maintain their appearance and health as a means of relieving stress. In addition, it was found that the male clients would more carefully and delicately judge and select when using skin care shops than women. Through this, unlike other areas, we can predict that men s consumption activities on the use of skin care shops are still perceived as a particular type of consumption culture and that they compare and decide more things rather than women. In the future, if the research would be conducted to compare and analyze the differences of sensation, emotion, and satisfaction according to the regional characteristics of men, it is considered that it will contribute to the overall development of skin care shops as the baseline data for responding to changes in market trends and rapidly changing male customer’s psychology, and for improving the customer satisfaction.