| 기다림으로 인한 고객감정반응이 만족도, 재방문 및 구전에 미치는 영향 -미용실을 중심으로- |
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이순희 |
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| Research Paper : The Effects of the Waiting-induced Customer Emotional Responses on Satisfaction, Revisit, and Word-of-Mouth Effect -Focused on beauty salons- |
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Soon Hee Lee |
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| Abstract |
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Given the characteristics of beauty service, consumers generally happen to wait to purchase service. A marketing strategy to use the waiting time effectively will become a factor to increase customer satisfaction. Therefore, based on previous studies, this study tried to find the variables of the influence of the waiting-induced customer emotional responses on customer satisfaction, to analyze each factor influencing repurchase and word-of-mouth, to make a service marketing strategy to create new value, to enhance the competitiveness of beauty businesses, and to contribute to the development of the beauty service industry. Data were collected with the beauty salon customers living in Seoul. A total of 286 questionnaire copies were collected, and were applied to frequency analysis, factory analysis, reliability analysis, and multi-regression analysis with the use of SPSS 20.0. It was found that there were five kinds of emotional responses of the respondents, single dimension of satisfaction, two types of revisit intention, and single dimension of word-of-mouth effect. Mores specifically, among customer emotional reponses, |
| Key Words:
Perceived waiting, Emotional responses, Satisfaction, Revisit intention, Word of mouth |
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