| 미용실의 서비스 스케이프가 고객반응 및 고객만족도에 미치는 영향 |
|
김진민, 진용미 |
|
|
| The Influence of Servicescape on the Customer Responses and Satisfaction in the Hair Salon |
|
Jin-min Kim, Young- Mi Jin |
|
|
| Abstract |
|
Service is not shown in the form like physical product or structure, but consumed as soon as it is produced. As service is shown in the form like convenience, timeliness, pleasure, comfortability, and healthiness, it could be defined as all the economic activities providing the added-value. Because the beauty service business also provides the added-value, it means the physical environment, instead of meaning the internal/external design facilities of service. In the physical and spatial aspect of environment surrounding consumers, customers' perception is influenced through humans' sensory organs. Regarding the emotional expression, positive behaviors are expressed even for customers' many demands. The friendliness from inner side could be a factor having effects on the customer satisfaction and maintenance of continuous relationships. Recently, there have been active researches on emotions felt by consumers, and the influence of these roles is great by consumers. Thus, this study conducted the empirical analysis on total 400 questionnaires targeting male and female ordinary people using beauty shops in Seoul. For the collected data, the frequency analysis, multiple regression analysis, reliability analysis, and factor analysis were performed. First, the servicescape was shown as factors like internal environment, dress, and communication. In the results of examining the level of customers' emotional response and customer satisfaction, two factors like customer dissatisfaction and customer satisfaction were drawn through three factors like internal environment, dress, and communication. Second, in the results of understanding the effects of servicescape on the customer response, the factors had different effects on the response to customer dissatisfaction and customer satisfaction. Third, in the results of understanding the effects of servicescape on the customer satisfaction, the factors like internal environment, dress, and communication had the same effects on the customers' WOM intention and satisfaction. The objective of this study is to seek for measures of better service and also to secure customer response and customer satisfaction by servicescape, by understanding the influence relationships between servicescape, customer response, and customer satisfaction of beauty shop. |
| Key Words:
Customer Response, Customer Satisfaction, Servicescape |
|
PDF Links
Download Citation
