외모관리 동기가 네일 소비자 만족에 미치는 영향

Influences of Appearance Management Motivation on Customer Satisfaction: Based on Toenail Care

Appearance plays a symbolic role in the judgement of a person s gender, age, socioeconomic status, occupation, etc., and acts as an important aspect for determining overall impressions during interpersonal relationships. In modern society, the importance of appearance is continually increasing, and as a result, people are becoming more sensitive to fashion, and are sparing no effort toward actions that may improve their appearance. Therefore, the purpose of this study was to understand the effects of appearance management motivation on customer satisfaction in pedicures, as well as to analyze the differences in influences according to the pedicure method. For this purpose, we analyzed the responses of 368 women in their 10s to 30s who experienced both nail shop and self-nail pedicure methods. As a result of the analysis, first, it was found that trend-oriented and convenience motives of appearance management had a positive effect on customer satisfaction. Second, in nail shops, mood rejuvination motives had a greater influence on customer satisfaction than self-nail, while fashion-oriented motives had a greater influence on customer satisfaction than in self-nail. Based on these results, it is suggested that nail shops need to create an environment for consumers to relax, and self-nail manufacturers need to develop various product designs.