| 미용서비스에서 커뮤니케이션과 기술이 고객만족과 고객충성도에 미치는 영향 |
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박선예, 이영선 |
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| Research Paper : The Effects of Communication and Hairdressers` Skill on Customer Satisfaction and Loyalty in Hairdressing Services |
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Sun Rea Park, Young Sun Rhee |
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| Abstract |
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The objective of this study is to examine the relationship among communication, hairdressers` skill, customer satisfaction and loyalty in hairdressing service encounters. The extant literature in the context of hairdressing services has extensively investigated the associations among service quality, customer satisfaction and loyalty. However, hairdressers` skill, that is to say hairdressers` technical expertise or competences, solely as independent variables have rarely drawn much attention. This article sets out to investigate the effects that hairdressers` communication skills and technical expertise have on customer satisfaction and loyalty. Data were collected from 400 females residing in Daejeon Metropolitan City (Korea) using structured questionnaires, and 340 usable data were analyzed with PASW Statistics 18. A path analysis model was tested using Amos 18 to examine the hypothesized relationship between the constructs. The key findings reveal that hairdressers` skill has a significant influence on customer satisfaction, and that customer satisfaction, in turn, has a significant influence on customer loyalty. Although the magnitude is somewhat lower, communication has a significant effect on customer satisfaction, and hairdressers` skill has a significant effect on customer loyalty. The results show that customer satisfaction is more influenced by hairdressers` skill as a core service than by communication. On the other hand, the direct effect of communication on customer loyalty is unsubstantiated in the study. Results suggest that increase in hairdressers` technical expertise can satisfy and retain customers. The results support the importance of enhancing hairdressers` skill to retain customers and revisit decisions. |
| Key Words:
Communication, Hairdresser`s skill, Customer satisfaction, Customer Loyalty |
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