중국여성의 메디컬스킨케어 인식이 메디컬스킨케어 만족도에 미치는 영향

The Effects of the Perception of Medical Skincare on Customer Satisfaction in Chinese Women

This study attempted to analyze the perception of medical skincare and customer satisfaction among Chinese women so as to provide basic data for marketing strategies needed for South Korean medical skincare services to penetrate the Chinese market and for medical skincare-related training for Chinese consumers. For this, a questionnaire survey was conducted among women who had had experienced prior medical skincare treatment among those living in Beijing, China from November 1 to 25, 2018 (25 days). A total of 300 copies excluding 5 poorly answered ones were used for final analysis. For the analysis of collected data, frequency analysis, multiple response analysis, one-way ANOVA and simple regression analysis were performed, using SPSS v. 21.0. The results found the following: First, regarding general characteristics, ‘married’, ‘30s’, ‘professional/technical job’ and ‘less than KRW 1 million’ were most responded in marital status, age, occupation and average monthly income, respectively. Second, concerning medical skincare service patterns, when asked what the biggest advantage of medical skincare was for them, ‘it improves skin conditions, using the most appropriate medical device’ was most responded. In terms of the reasons to get medical skincare, ‘to alleviate skin troubles’ was most responded. When asked what treatment they usually get, ‘pigment, elasticity, erythema, pore and scar-related skincare using laser light’ was highly responded. Third, in terms of differences between the perception of medical skincare and customer satisfaction by general characteristics, a statistically significant difference was found by marital status, occupation and average monthly income while there was no significant difference in age. Lastly, the perception of medical skincare revealed a positive influence on customer satisfaction with statistical significance.