| 저성장 시대의 헤어 미용 서비스 품질 관리 전략에 관한 연구 - 소비자 예산에 따른 차별적 서비스 관리 전략을 중심으로 - |
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신지안, 양석준 |
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| A Study on the Hair Salon Service Quality Management in the Low Economic Growth: Focusing on the Service Differentiation According to Consumer’s Budget |
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Jian Shin, Yang Suk Joon |
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| Abstract |
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The purpose of this study is to investigate efficient service quality management strategies for the hair salon in the low economic growth. At first, we explored the beginning of low economic growth and the case of Japan where consumption behavior changed as the economic recession continued, and there was a change in the hairdressing companies accordingly. Next, it was suggested that the model related to service quality factor and satisfaction that is appropriate for the hair salon is a three-component model. Finally, we hypothesized that these service quality factors of a three-component model affect satisfaction differently depending on the low and high budget of consumers, and gather the data through consumer questionnaires to hypotheses test. Hypotheses are tested with structural equation models using AMOS 25.0. As a result of the hypothesis test, the outcome quality has a greater effect on the satisfaction for the high expenditure group. In the case of the low expenditure group, interaction quality had a greater influence on satisfaction. The results of this study can help to understand the attitudes of consumers to the services that have a diminishing budget also suggests that hair salons need to change their service quality management strategy in accordance with consumer attitude change in the low economic growth. |
| Key Words:
Consumer’s Budget, Low Economic Growth, Service Differentiation, Service Management |
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