Research Paper : An Effect of Beauty Shop`s Service Quality on Customer Satisfaction and Word of Mouth Communication -Focused on Female College Students in Daegu,Gyeongbuk Areas-

Jeong, Hee Young

Journal of the Korean Society of Cosmetology 2012;18(2):446-451.
Published online April 30, 2012.

미용실의 서비스품질이 고객만족과 구전활동에 미치는 영향 -대구, 경북지역 여대생을 중심으로-

정희영

Research Paper : An Effect of Beauty Shop`s Service Quality on Customer Satisfaction and Word of Mouth Communication -Focused on Female College Students in Daegu,Gyeongbuk Areas-

Hee Young Jeong

Abstract

This study is intended to analyze the influence of beauty shop`s service quality on customer satisfaction and word-of-mouth communications with the female college students in the area of Daegu and Gyeongsangbuk-do. For the purpose of statistical analysis in this study, factorial analysis, reliability analysis, simple regression analysis and multiple regression analysis were implemented using SPSS 12.OK and the 250 copies of questionnaire were distributed during the period Dec 1 through Dec 31, 2011 and collected 228 copies, excluding insincere responses, which were incorporated into the analysis. Consequently, the students who were sensitive about the trends and interested in taking good care of the way one looks answered the speciality, among many service quality elements, is more influential on customer satisfaction and the reliability has more effect on word of mouth communications. Thus, for gaining customers, it`s necessary to take measures for upgrading the service quality a notch by means of having the beauty treatment expertise, carrying out its promise to the customers and managing the customers using customer card to make sure the right billing on time.

Key Words: Service quality, Customer satisfaction, Word of mouth communication