미용실 염색서비스에 대한 소비자의 인식연구

A study on consumer’s perception of beauty salon dyeing services

This study attempted to investigate people’s perception of hair coloring and its services. For this, a questionnaire survey was performed against a total of 303 consumers in Busan and Gyeongsangnam-do. The collected data were analyzed by frequency analysis, cross-tabulation analysis, χ² test and factor analysis, using SPSS 23.0. In addition, independent samples t-test and one-way ANOVA were conducted, using AMOS 23.0, and the results found the followings: There were differences in perception of hair coloring services by gender and age. In terms of perception of hair coloring services, ‘service satisfaction’ and ‘perception of the service’ were derived. Concerning perception of hair coloring services by demographic characteristics, differences were observed by gender and age. In terms of perception of hair coloring services by gender, ‘women’ were higher than ‘men’. Specifically, ‘20s or younger’ was higher than ‘40s and 50s or older’. It is anticipated that the study results would be helpful in developing segmented marketing strategies through customer analysis by gender and age and make a contribution to the improvement of hair coloring services and increase in sales.