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KMID : 1160120170060010003
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Journal of the Korean Society of Beauty Cultural Arts
2017 Volume.6 No. 1 p.3 ~ p.19
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Relationship among Image and Customer Satisfaction and Revisit Intention of Beautician
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Lee Jin-Hyang
Soung Yeon-Sook
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Abstract
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This study proposed an improvement plan by utilizing the data needed for the management of cosmetologists` professional and external images in beauty service industry after analyzing differences in consumers` perception through analysis on perception on their professional and external images and appropriate external image management. Then, the results found the followings: First, in differences among professional image, external image, customer satisfaction and revisit intention, `professional refinement` and `expertise` were particularly high in professional and external images respectively. In terms of customer satisfaction, in addition, `professional group` was the highest. In terms of revisit intention, a significant difference was found in a marital status only, and `married` was higher than `single.` Second, in correlations among variables, `intellectual attractiveness` was high with `r=.270` in the sub-categories of cosmetologists` professional images. In the sub-categories of external images, in contrast, `expertise` was high (r=.423). In particular, correlation between customer satisfaction and revisit intention was the highest (r=.640). In other words, a positive correlation with statistical significance was found among the sub-categories of cosmetologists` professional & external images, customer satisfaction and revisit intention. In other words, as a cosmetologist looked more professional with intellectual charm, customer satisfaction and revisit intention were high. Third, according to a hierarchical regression analysis in which independent variables were entered in a hierarchical manner while subjects` personal characteristics - marital status, educational background and income level - were under control with a goal of figuring out relative influence among variables, `customer satisfaction (β=.576, p<.001)` was the highest, followed by `expertise (β=.170, p<.001)`, `marital status (β =.091, p<.05)` and `intellectual attractiveness (β=.087, p<.05)` in terms of the relative contribution of independent variables.
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KEYWORD
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Beautician, cosmetologists`, consumers` perception, image
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