상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
157259.jpg
SCOPUS 학술저널

“Servicescape” Differentiation in a Hair Salon

헤어살롱 서비스스케이프 차별화 성공사례

Purpose – The purpose of this paper is to find out the effect of changes in the differentiated“servicescape”on the business performance in the hair salon industry using a case study. For this, we selected hair salon M located in Suwon. The shop is innovatively different from existing shops in terms of spatial lay-out and functionality. We conducted in-depth research, beginning with the launch of the shop concept through investment and on-going stable sales. Research design, data, and methodology – The M hair salon is a start up shop providing a differentiated servicescape (physical environment where the service takes place) located in Suwon, Yeongtong-gu. We conducted research to investigate how spatial layout and functionality of the servicescape impact customers' perceived quality. The interview period and case analysis was May 2014 through March 2015, covering 11 months. To conduct the case analysis, we analyzed the spatial layout and functionality of existing shops and interviewed cus-tomers and experts about the difference between hair salon M and existing shops. Results – Our results found clues to the positive effect of spatial layout and functionality among servicescape factors on perceived service quality at the salon. The shop showed a fast payback of the principal investment, growth potential in contrast to competitors near the salon, and 45 percent returning customers. The problem with the spatial layout at existing shops was that customers were aware of the way other people were looking at them, since viewing angles overlapped, therefore there was a limitation to the relationship intensity with an ex-clusive hair designer. In contrast, the layout of the stands at the M salon kept the number of dressing stands limited to maximize the customer's emotional response. Additionally, because of the new layout of dressing stands hiding other customer voices and appearance in the salon, customers perceived their service space as independent

1. 서론

2. 미용서비스 산업

3. 서비스스케이프(servicescape)

4. 사례분석(수원 소재 M헤어살롱)

5. 결론

로딩중