| 헤어스타일 연출시 상담요인과 집단별 만족도 차이 |
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홍진선, 권오혁, 최근희 |
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| Research Paper : The Differences of Satisfaction Between Customer and Specialist and Counseling Factors During the Hair Styling |
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Jin Sun Hong, Oh Hyuk Kwon, Keun Hee Choi |
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| Abstract |
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The aim of this study was to examine the influence of counseling process upon the customer satisfaction during the hair styling, by analyzing and comparing the opinions of ordinary respondents and professional respondents who used hair salons and determining various counselling factors. As a result, the following conclusions have been derived. First, the results suggested that the consumer group used their decisions as a source of information and the professional group used the mass media as a source of information when they decide their hair styles. Second, the consumer group chose a rough explanation, unkindness, service charge, bad attitude, dissatisfaction with hair-do and use of technical terms as the dissatisfactory factors in counselling, while the professional group chose a different though between the professional respondent and hair designer as the dissatisfactory factors in counselling. Third, four factors were derived from the consumer group in the influence of counseling factors upon the customer satisfaction: appropriate counseling factor of professionals, affirmative word-of mouth factor, customer image factor and communication factor. Fourth, the results indicated that the appropriate counseling factor of professionals and affirmative word-of mouth factor had a positive(+) influence upon the sufficient counseling factor before hair-do, satisfaction factor 1, while affirmative word-of mouth factor had a positive(+) influence upon the reliability factor, satisfaction factor 2, in the consumer group. It is necessary to recognize that the hair styling achieved by techniques has gone by and the improvement of beauty service and efficiency in beauty salon are required for the improvement of customer satisfaction. Therefore, the effective counseling and the right hair style will lead to the reliability of customers as well as their revisit. |
| Key Words:
Counseling, Customer, Specialist, Hair styling |
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