The Effect Of Customer's Preception of a General Beauty Salon and a Specialized Beauty Salon on Satisfaction with Service Quality and Revisit Intention

Seo, Mi-seon; Jin, Yong-mi

Journal of the Korean Society of Cosmetology 2018;24(4):735-742.
Published online August 31, 2018.

전문 미용실과 일반미용실에 대한 소비자들의 인식이 만족도와 재방문의도에 미치는 영향

서미선, 진용미

The Effect Of Customer's Preception of a General Beauty Salon and a Specialized Beauty Salon on Satisfaction with Service Quality and Revisit Intention

Mi-seon Seo, Yong-mi Jin

Abstract

As the modern beauty industry is grabbing diverse consumers' attention regardless of age and sex, the number of beauty shop is also rapidly increasing. In such saturated beauty market, the professional beauty shops that have segmentalized/specialized the beauty area with their own differentiated strategies are appearing. Thus, the objective of this study is to research the beauty shop users' perception in order to seek for measures to improve the perception of users of general beauty shops and specialized beauty shops. A survey was conducted targeting customers who had used general or specialized beauty shops. Using the autonomic questionnaire, it was analyzed through SPSS 21.0. As a factor extraction method of factor analysis, the principal component analysis was used while the Varimax was used as a factor rotation method. For the reliability analysis of variables, the Cronbach's

Key Words: General beauty shops, Perception, Revisit, Satisfaction with service quality, Specialized beauty shops