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KMID : 1160120180070020003
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Journal of the Korean Society of Beauty Cultural Arts
2018 Volume.7 No. 2 p.3 ~ p.14
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The Effects on Satisfaction and Return Intention of Customer for Aesthetic Shop Service Quality
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Kim Ki-Ra
Soung Yeon-Sook
Lee Keun-Kwang
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Abstract
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This study was conducted from August 13 to September 10, 2018 to review the service quality at skin aesthetic shops and the customers’ willingness to revisit. The findings were as follows. First, in terms of age, there were 37 subjects in their 20s (11.4%), 127 subjects in their 30s(39.1%), 122 subjects in their 40s(37.5%), 34 subjects in their 50s (10.5%), and 5 subjects in their 60s (1.5%). In terms of education, the largest share of subjects at 67.7% were either enrolled in, or had graduated from a 4 year university. In terms of profession, housewives accounted for the largest share at 32.3% and in terms of monthly income, those in the range of 2 million to 3 million Won took up the largest share. Second, an analysis of the perception of and preference for skin aesthetic shops, therapy technique was the most important factor, followed by price and service. Location was ranked the lowest in terms of affecting the customers’ selection of skin care centers. Regular road shops were the most common form of aesthetic centers preferred, while special discounts were the most used additional services. The appropriate duration of care was 60 minutes. Third, a survey on the satisfaction of services at skin aesthetic centers showed that those in their 30s had the highest satisfaction. A post-verification was conducted to analyze the difference in averages in more detail. There was a statistically significant difference in averages for satisfaction with service quality between those in their 20s and in their 50s, between those in their 30s and in their 40s, between those in their 30s and their 50s, and between those in their 40s and their 50s. Fourth, a survey on the customer satisfaction with service quality showed an above average satisfaction with the usage of skin aesthetic centers, counseling before the therapy, expert knowledge of skin aestheticians, the hygiene levels of the centers, facilities and equipment and problem-solving. Fifth, an analysis of the customers’ willingness to re-visit in light of the service quality, areas that were identified as needing improvement were the care program, price, facilities and customer reception. There was a high rate of positive response when asked about their willingness to revisit, which affected their willingness to recommend the skin aesthetic center. Sixth, in the association among service quality, customer satisfaction and willingness to re-visit, customers had an overall high satisfaction with the service quality and usage, had a firm conviction that they would return and were likely to recommend the aesthetic center to their acquaintances.
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KEYWORD
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Aesthetic shop, customers satisfaction, revisit, service quality
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