Journal of the Korean Society of Cosmetology 2014;20(1):62-72.
Published online February 28, 2014.
미용실의 서비스품질, 서비스가치, 고객만족 및 재이용의도간의 구조적 관계에 관한 연구 -중국 상해의 한국 미용실을 중심으로-
윤성환
Research Paper : A Study on the Structural Relationship among Service Quality, Service Value,Customer Satisfaction and Revisit Intention of Hair Salon -Focusing on Korean Hair Salons in Shanghai of China-
Seong Hwan Yoon
Abstract
Thanks to the Korean Wave, the advance of the Korean hairdressing salons into China has been very active. This study purports to analyze through a structural equation model the relationships among Service Quality, Service Value, Customer Satisfaction, and Revisit Intention based on the Chinese customers` perceptions toward such salons. The analysis tells Service Quality showed a statistically significant effect on Customer Satisfaction, Service Value, and Revisit Intention. Service Value also indicated a positive influence on Customer Satisfaction and Revisit Intention. However, unlike a hypothesis expected to be confirmed, Service Value didn`t work for the customer`s Revisit Intention. With such results, this study can suggest a conceptual frame to establish a ``constructive`` relationship between the Korean hairdressing salons in China and Chinese customers, which in turn may induce marketing hints.
Key Words: Customer satisfaction, Korean hair salons in China, Revisit Intention, Service quality, Service value


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