| 미용실의 서비스 단계별 불만과 고객참여행동이 서비스 구매 후 행동에 미치는 영향 |
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김선혜, 오별, 김유정, 신현영, 황동주, 진용미 |
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| The Effect of Dissatisfaction with Each Level of Service at Beauty Parlor and Customer Participation Behavior on Behaviors after Purchase of Service |
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Seon Hye Kim, Byul Oh, Yoo Jung Kim, Hyun Young Shin, Dong Joo Hwang, Yong Mi Jin |
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| Abstract |
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As diverse information increase, consumer requirements need to be satisfied, and studies on positive improvement measures and prevention methods for customer dissatisfaction and complaint behaviors are required to attract and maintain customers. This study aims to empirically analyze the effect of dissatisfaction with each level of service at beauty parlors and customer participation behavior on dissatisfaction and complaint behaviors after purchase of service, and suggest effective countermeasures and improvements. Research findings are as follows. First, the level of dissatisfaction with each level of service at beauty parlors and customer participation behavior, and behaviors after purchasing beauty services were examined. As for the dissatisfaction with each level of service, four factors of customer response dissatisfaction, beauty procedure process dissatisfaction, dissatisfaction when paying/leaving the shop, and consultation dissatisfaction were deducted. As for the customer participation behavior, two factors of passive and active participation were deducted. As for the behavior after purchasing beauty services, three factors of active complaint behavior, dissatisfied feelings, and passive complaint behavior were deducted. Third, the effects of dissatisfaction with each level of service at beauty parlors and customer participation behavior on the behavior after purchasing beauty services were examined, and it was revealed that the factors of customer response dissatisfaction, beauty procedure process dissatisfaction, consultation dissatisfaction, active participation and passive participation had positive effects on active complaint behaviors, dissatisfied feelings, and passive complaint behaviors. To conclude, it is necessary to implement a methodical service management system that can grasp and prevent service dissatisfaction and complaint behaviors at beauty parlors. |
| Key Words:
Dissatisfaction for each level of service, Customer participation behavior, Behavior after purchase of service, Complaint behavior |
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