Journal of the Korean Society of Cosmetology 2012;18(4):837-846.
Published online August 31, 2012.
미용 서비스가치가 여성 고객의 고객만족도와 재이용의도에 미치는 영향
서선옥, 오명숙
Research Paper : The Effects of Beauty Service Value on Customer Satisfaction and Reuse Intention in Female Customers
Seon Ok Seo, Myung Suk Oh
The purpose of this study is to figure out the effects of beauty service value on customer satisfaction and reuse intention in female customers. To achieve the purpose, precedent studies were examined by theoretical background to establish hypotheses for a solution to study problems. And the hypotheses were empirically analyzed. For a statistical analysis, the SPSS v. 17.0 was used to carried out a frequency analysis, a factor analysis and a reliability analysis. And to inquire into the relationship between each variables, a correlation analysis was carried out. For hypothesis testing, a simple regression analysis was carried out. The study showed that for the beauty service value, high profitability, amusement and excellence boosted customer satisfaction and reuse intention, and high customer satisfaction boosted reuse intention. Consequently, to improve real satisfaction and loyalty intention from beauty services, service providers have to provide customers with value-oriented services, and boost core services preceding customer satisfaction.
Key Words: Beauty service value, Customer satisfaction, Reuse intention, Female customers, Value-oriented services

Editorial Office
69 Gwangju Yeodae-gil, Gwangsan-gu, Gwangju, 62396, Korea
Tel: +82-10-2825-6735   Fex: +82-62-950-3797    E-mail:                

Copyright © 2023 by Korean Society of Cosmetology.

Developed in M2PI

Close layer
prev next