Journal of the Korean Society of Cosmetology 2014;20(2):327-335.
Published online April 30, 2014.
메이크업샵의 가격책정 서비스품질요인이 고객만족과 구전의도에 미치는 영향 연구
윤희
Research Paper : A Study on the Effects of Pricing Service Quality Factor on Customer Satisfaction and Word-of-mouth Intention in Makeup Shop
Hee Yun
Abstract
This study is intended to explore how the service quality of pricing has an effect on customer satisfaction and word-of-mouth intention inmake up shop, and come up with information that can help the improvement of service quality, customer satisfaction and word-of-mouth intention in makeup shop. The collected data have been analyzed using SPSS v. 17.0, and a test was conducted at the 5% significancelevel. The following methods were used for analysis: frequency analysis, descriptive statistics analysis, correlation analysis, factor analysis, reliability analysis, Cronbach`s alpha and linear regression analysis. In terms of scope of research, a total of 229 questionnaires were distributed to the customers of a makeup store in Gwangju from June 2 to July 3, 2013. Questionnaires were analyzed using a 9-point Likert scale. The main contents of research are beauty service quality, concept and importance of price, precedent study on customer satisfaction and word-of-mouth intention, design of research, and pricing-related analysis. The study showed that the service quality of pricing had an effect on customer satisfaction and word-of-mouth intention in makeup shop, and customer satisfaction had an effect on word-of-mouth intention in makeup shop. Consequently, makeup shop owners have to understand the level of service quality and formulate a price policy suited to this.
Key Words: Makeup shop, Pricing service quality, Customer satisfaction, Word-of-mouth intention


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