Journal of the Korean Society of Cosmetology 2018;24(4):652-660.
Published online August 31, 2018.
뷰티서비스품질이 고객감정 및 행동의도에 미치는 영향
이해영
The Effect of Beauty Service Quality on Customer's Emotions and Behavioral Intentions
Hae Young Lee
Abstract
This study was conducted with beauty service consumers of various social classes who are between the ages of 20s and 50s and live in the metropolitan area in order to investigate what effects their feelings of beauty service quality have on their behavioral intentions such as revisit and word-of-mount intention. The results of this study are summarized as follows. As measurement tools, materiality, certainly, reliability, and empathy are significant factors of beauty service quality, and positive customer feelings emerge as positive behavioral intentions including revisit and positive word-of-mouth intention. Examining the effects of beauty service quality on customers feelings, results showed that materiality, certainly, reliability and empathy are significant positive factors, while reliability and empathy are not significant as negative emotional factors. Adopting revisit intention and word-of-mouth intention as analysis factors for examining the effects on customer behavior intentions, it was found that revisit intention is significantly influenced by certainly, materiality, and reliability factors of beauty service quality, while word-of-mouth intention is significantly influenced by certainly, materiality, reliability and empathy. Analyzing the effects of customers feelings on customer behavior intentions, it was found that the higher the positive feelings of customers, the higher their revisit intention and word-of-mouth intention. The results of this study demonstrate that improved service quality enables customers to experience positive feeling and have a favorable attitude towards the service, and thus, have positive effect on customer behavioral intention.
Key Words: Beauty service quality, Behavioral intention, Customer emotion


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