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KMID : 1160120190080020015
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Journal of the Korean Society of Beauty Cultural Arts
2019 Volume.8 No. 2 p.15 ~ p.33
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Effets of Image Congruency and Revisit Intention according to Perceived Service Quality and Physical Environment of Hair Salon
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Geum Sun-Oh
Soung Yeon-Sook
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Abstract
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This study has investigated an influence of perceived service quality and physical environment of hair salon on image congruency and revisit intention by conducting a survey targeting male and female subjects in the age range of 20s to 60s residing in Daejeon and Chungcheong area from September 10, 2018 to October 26, 2018, where the relationship between these variables were verified by setting a research model and a hypothesis. Analysis of collect data has used the statistical program SPSS (Statistical Package for Social Science) 24.0 and the summary of the findings is as follows.
First, for the general characteristics of the subjects, the total number of respondents was 600 people, for gender, 313(52.2%) people were men, 287(47.8%) people were women, and for age, 76(12.7%)people were in their 20s, 141(23.5%)people were in their 30s, 216(36.0%) people were in their 40s, and 167(27.8%) people were in their 50s and above. For marital status, 165(27.5%) people were married and 435(72.5%) people were single. Second, as a result of analyzing the difference in perceived quality of service, physical environment, image congruency and revisit intention of hair salon according to general characteristics, the perceived service quality difference was (M = 3.87), the difference in physical attractiveness was (M = 3.37), environmental differences was (M = 3.40), and cleanliness difference was (M = 3.7), showing that there were statistically significant differences in sex, age, marital status, occupation, and monthly average income. The difference in self-congruency of image congruency was (M = 3.52), the difference in functional congruency was (M= 3.69), and the difference due to design factors of revisit intention(M=3.92) has shown a statistically significant difference in sex, age, occupation, duration of hair salon use for regulars, and duration of hair salon revisitation. However, there was no statistically significant difference for the difference due to convenience factors (M = 3.60) for characteristics.
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KEYWORD
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Image congruency, physical environment, revisit intention, service quality
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