| 임산부 왁싱에 대한 왁싱샵의 서비스품질이 관계몰입과 고객애호도에 미치는 영향 |
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김도희, 이인희 |
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| Effects of Service Quality of Waxing Shops on the Relational Commitment and Customer Loyalty |
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Do-hee Kim, In-hee Lee |
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| Abstract |
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The purpose of this study was to understand the effects of service quality of waxing shops on the relational commitment and customer loyalty. For this, from December 9th 2019 to December 31st 2019, this study analyzed total 358 questionnaires collected from adult women in their 20s-50s of Seoul and capital area. The results of this study are as follows. First, in the results of conducting the frequency analysis to understand the general characteristics of research subjects, in the highest percentage of them, they were in 30s of age, students/graduates of university for the highest level of education, with 4-6 million won for monthly average income, in professional work/office work for occupation, in pregnancy for the number of children, and had an intention to get procedure in the future. Regarding the part for the procedure in the future, the Brazilian waxing showed the highest intention. Second, in the results of analyzing the effects of service quality of waxing shops on the relational commitment, the subfactors of service quality of waxing shops such as responsiveness, tangibles, and reliability were the important factors on the affective commitment of pregnant women while the subfactors of service quality of waxing shops such as accessibility, responsiveness, and tangibles were the important factors on the calculative commitment of pregnant women. Third, in the results of analyzing the effects of service quality of waxing shops on the customer loyalty, the subfactors of service quality of waxing shops such as accessibility, reliability, and responsiveness were the important factors on the positive word-of-mouth of pregnant women while the subfactors of service quality of waxing shops such as accessibility, tangibles, reliability, and responsiveness were the important factors on the revisit of pregnant women. Based on such results of this study, the service quality was the important factor for the maintenance of long-term relationships and customer loyalty of pregnant women using the waxing service. Thus, the loyal customers should be increased by improving the satisfaction level of service quality through continuous interest and maintenance/increase of relationships with pregnant women. |
| Key Words:
Customer Preference, Pregnant Waxing, Relationship Commitment, Service Quality |
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