Journal of the Korean Society of Cosmetology 2020;26(6):1501-1509.
Published online December 31, 2020.
헤어종사자의 서비스지향성과 고객지향성이 인적서비스품질에 미치는 영향
김상범, 박은준
The Effect of Service Orientation and Customer Orientation of Hair Workers on Human Service Quality
Sang-beom Kim, Eun-jun Park
Abstract
The objective of this study is to research the effects of service orientation and customer orientation on the human service quality. For this, this study conducted an offline survey after explaining the purpose of this study to total 550 hair salon workers in Seoul, Gyeonggi, and Incheon region, from December 16th 2019 to April 27th 2020. After distributing 550 questionnaires and then collecting 530 questionnaires, total 500 questionnaires were used for the final analysis by excluding 30 questionnaires with non-responses or insincere responses from them. The collected data was analyzed by using the SPSS 22.0 Program, and the results of the analysis are as follows. First, in the results of understanding the effects of service orientation on the human service quality, when the service leadership, service encounter, and voluntary service got higher, the interactivity, professionalism, and reliability also increased. Second, in the results of understanding the effects of customer orientation on the human service quality, when the customer orientation got higher, the interactivity, professionalism, and reliability also increased. Therefore, this study aims to be helpful for the cut-throat beauty industry to attract customers by expressing the personal characteristics and individuality of individual hair salon workers, by researching the effects of service orientation and customer orientation on the human service quality of hair salon workers.
Key Words: Customer Orientation, Human Service Quality, Service Orientation


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