Journal of the Korean Society of Cosmetology 2016;22(5):899-911.
Published online October 31, 2016.
맞춤가발 이용실태에 따른 서비스품질과 고객만족도 차이
장성혁, 진용미
Difference in Service Quality and Customer Satisfaction Based on Current Use Status of Custom Wigs
Seng-hyek Jang, Yong-mi Jin
The purpose of this study was to provide basic data for maximizing customer satisfaction based on service quality and mapping out marketing strategy in wig stores by examining difference in service quality and customer satisfaction based on current use status of custom wigs among those purchasing wigs from wig stores. Data were collected from men residing in Seoul, Daejeon, and Chungcheongnam-do. Measuring tools consisted of demographic characteristics, current use status of custom wigs, service quality, and customer satisfaction. A total of 303 questionnaires were analyzed using SPSS 21.0. The following improvements can presented based on the results and conclusion of the analysis. who pay more attention to hair style among other elements of outward appearance, tended to be more sensitive to stylists`` skill and professionalism. Hence, hair style as natural as real hair style needs to be designed and created with a focus on head shape, hair density, hair thickness, hair stream direction, etc., of customers, as well as cut skill incorporated into products. The following recommendation can be made for succeeding studies, along with limitation of this study. This study has limitation in generalization because the subjects were limited to those wearing custom wings in Seoul, Daejeon, and Chungcheongnamdo. Scope of region needs to be expanded to ensure objectivity of sample designing for research in the period ahead. Moreover, succeeding studies would need to compared and analyze various aspects of fashion wigs.
Key Words: Current Status of Custom Wig, Customer Satisfaction, Quality of Service

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