속눈썹미용 전문가의 인적서비스품질이 지불의사 및 전환비용과의 관계

The Influence of Quality of Human Services Quality by Eyelash Experts on Consumers’ Willingness to Pay and Switching Costs: Focusing on the Mediating Effects of Service Satisfaction

This study attempted to investigate the influence of quality of human services quality by eyelash experts on consumers’ switching costs and willingness to pay and analyze the mediating effects of service satisfaction. For this, a survey was performed against a total of 392 young adult women in their 20s who had eyelash treatment in Seoul and Gyeonggi-do, and data were collected using measuring instruments. The collected data were analyzed by normality testing, confirmatory factor analysis, correlation analysis and structural equation modeling (SEM). In addition, mediating effects were examined, using bootstrapping, and the results found the followings: First, human service quality had a positive influence on service satisfaction with statistical significance so that Hypothesis 1. was supported. Second, human service quality revealed a positive effect on willingness to pay with statistical significance so that Hypothesis 2. was accepted. Third, human service quality showed no statistically significant influence on switching costs so that Hypothesis 3. was rejected. Fourth, service satisfaction had a positive effect on willingness to pay with statistical significance so that Hypothesis 4. was supported. Fifth, service satisfaction revealed a negative influence on switching costs with statistical significance so that Hypothesis 5. was adopted. Sixth, service satisfaction showed a partial mediating effect in the influence of human service quality on willingness to pay so that Hypothesis 6. was accepted. Seventh, service satisfaction revealed a full mediating effect in the influence of human service quality on switching costs so that Hypothesis 7. was supported.