| 미용서비스품질 관리를 위한 중요도 분석 |
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장영혜, 정선주 |
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| Research Paper : Importance for Quality Management Analysis of Beauty Services |
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Young Hye Jang, Sun Ju Jeoung |
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| Abstract |
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This researcher examined and analyzed the perceived importance of beauty service quality in beauty service customers, beauty services hops as a provider, and beauty service-related educators. It was originated from the idea that a gap between customers and beauty service shops was minimized and effective and appropriate educational information could be offered to the educational field by comparing mutual perception. The analysis results confirmed that there was a difference in ``kindness/politeness`` consisting of process quality and ``good impression`` consisting of outcome quality among educators. The comparison of perception between customers and educators confirmed a perception gap in two aspects. First, as for ``service use value`` consisting of ``outcome quality``, customers were willingly to pay expensive treatment expenses if their desire was fully understood and needed service was provided and considered the importance of ``desired service`` as ``the least important factor``. However, the educator group considered ``service use value`` as the most important factor and ``desired service`` as important. Second, as for ``kindness/politeness`` consisting of ``process quality``, while the customer group and educator group perceived its importance as high, the beauty service shops put it in 7th place, suggesting relative difference in perceived importance. As for ``good impression`` consisting of ``outcome quality``, while the beauty service shop group put it in 1st place, the customer group and educator group put it in 4th place, suggesting difference in perceived importance. The result indicates between-group difference in perception of an abstract concept of ``service``. Therefore, beauty service shops should have the total management of process quality and outcome quality to secure and enhance their service system. |
| Key Words:
Beauty services quality, Process quality, Outcome quality, Physical environment quality |
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