| 미용실 선택속성이 고객만족과 몰입 및 충성도에 미치는 영향 -중국 상하이 소비자를 중심으로- |
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박선민, 남미우 |
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| Research Paper : Effect of Attribute of Beauty Salon Selection on Customer Satisfaction, Immersion and Loyalty -Focused on Consumers in Shanghai, China- |
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Sun Min Park, Mi Woo Nam |
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| Abstract |
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This study aims to have Korean beauty salons remain competitive in the beauty industry that competition is fierce in China. Focused on 20-30s women in Shanghai area where is trendy and consumption is highly concentrated due to fashion-consciousness, 220 copies of the questionnaire were distributed for about 1 month from Jan. 10th, 2011 to Feb. 15th, 2011. And the data of 200 copies except inappropriate ones were analyzed with factorial analysis and multiple regression analysis using SPSS v. 14.0 statistical package program. The result which analyzed attribute of beauty salon selection has been drawn as ``professionalism``, ``store image``, ``reliability`` and ``price``. The effect of attribute of beauty salon selection on customer satisfaction indicates that reliability is highest and it is followed by price, professionalism and store image. And the effect of it on customer immersion does that store image is highest and next was in order of price, professionalism and reliability. The result indicates that customer immersion is affected by customer satisfaction and is highly affected by the variable which has the effect on royalty of beauty salon. As for the limit of the study, it is necessary to investigate and reveal differences according to areas in the next studies as the respondents are limited to a certain area, Shanghai. |
| Key Words:
Satisfaction, Immersion, Loyalty, Reliability, Attribute of beauty salon selection |
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