Journal of the Korean Society of Cosmetology 2019;25(6):1257-1263.
Published online December 31, 2019.
헤어살롱의 서비스 품질이 이미지 일치성에 미치는 영향
김아름, 박은준
A Study of The Relationship Among The Service Quality and Image Congruity at Hair Salons
Ah Reum Kim, Eun Jun Park
Abstract
The purpose of this study is to examine the effect of congruity (Self-Congruity and Functional Congruity) of satisfaction on Service Quality of consumers who have experienced using hair salon and to contribute to establish core positioning in consumer - centered marketing strategy. As for the subject of this study, a total of 470 questionnaires were distributed, and 462 of them were retrieved and statistical data was obtained with 454 valid questionnaires. SPSS 22.0 was used to analyze the collected data. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis, and regression analysis. As a result, first, Service Quality influences functional congruity in order of worker service and brand service. Second, Service Quality influencese self congruity in order of worker service and brand service. In conclusion, this study investigates whether the satisfaction of the tangible service Quality directly affects the formation of consumer congruity. Through this study, it is believed that this will be helpful for a marketing strategy to induce purchase intention, which is one of the purposes of the company.
Key Words: Functional congruity, Hair salon, Self congruity, Service quality


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