KMID : 1023120100080040353
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Korean Journal of Aesthetic Society 2010 Volume.8 No. 4 p.353 ~ p.368
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A Study on the Effects of Service Quality on Customer Satisfaction and Shop Loyalty in the Beauty Industry
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Park Sun-Ju
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Abstract
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The purpose of this study was to examine the interrelationship of service quality to customer satisfaction in the beauty industry marked by a rapid market growth, fast advance in technology and fierce competition. It¡¯s specifically meant to investigate the impact of the quality of beauty service on customer satisfaction and store loyalty in that industry. The findings of the study were as follows: First, as a result of checking the influence of the technical quality and functional quality of hairdressing service on customer satisfaction, functional quality(0.864, p<.05) and technical quality(0.699, p<.05) had a significant impact on customer satisfaction. Second, as a result of examining the impact of customer satisfaction with the quality of hairdressing service on store loyalty, customer satisfaction affected store loyalty in a significant manner(0.876, p<.05). The findings of the study suggest that even though the technical quality of beauty parlor service is superior, it¡¯s not easy to satisfy customers when it lags behind in terms of technical quality such as communication and efforts for maintaining a close relationship and eliminating customer grievances. And when marketing strategies are formulated, it¡¯s needed to focus on raising customer satisfaction to bolster customer loyalty, as the importance of customer retention is increasingly stressed due to keep competition in the beauty industry.
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KEYWORD
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technical quality, functional quality, customer satisfaction, shop loyalty
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