헤어미용 O2O서비스품질과 소비자의 브랜드 태도 및 만족도의 관계

A Study on the Effect of Hair Beauty O2O Service Quality on Brand Attitude and Customer Satisfaction

This study was to clarify the effects of hair beauty O2O service quality on brand attitude and customer satisfaction. Based on the result, this study suggests effective marketing strategies for O2O service. As for the subjects for this study, 369 customers who used O2O services in Seoul, Kyonggi, and Chungcheong Province were selected and took part in a self-administered questionnaire. The collected data was analyzed using SPSS 22.0. An analytical analysis was carried out on the data in the form of a frequency analysis, factor analysis, reliability analysis, and regression analysis. The factor analysis results are as follows: First, the five O2O service qualities were system quality, information quality, security quality, entertainment factor, and economic factor. One factor was found in both brand attitude and customer satisfaction. Second, the result of the effect of hair beauty O2O service quality on brand attitude and customer service are as follow: Among the O2O service qualities, economic factor, information quality, system quality, and security quality were found to have significant effects on brand attitude. Third, system quality, economic factor, information factor, and security factor of O2O service qualities were found to have significant effects on customer satisfaction.