Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Service Recovery and Perceived Justice on Customer Relationship in the Beauty Service Industry

  • Ryou, Eun-Jeong (Dept. of Clothing & Textiles, Changwon National University)
  • Received : 2015.06.18
  • Accepted : 2015.07.20
  • Published : 2015.07.30
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Abstract

The purposes of this study are to explore how the service recovery of the beauty shops and customers' perceived justice affect the customer relationship. A survey based questionnaire method was employed for this study. Data were collected by a convenient sampling of 232 female customers of hair beauty shops in Seoul and Busan. The data were analysed by using SPSS 21.0, including a frequency analysis, reliability analysis, factor analysis and multiple of regression analyses. The first result showed that all dimensions of service recovery had a significantly positive effect on the perceived justice. Especially, behavioral recovery of beauty shops was the major significant factor affecting perceived justice. Second, distributive justice and interactive justice had a significant effect on satisfaction. However, procedural justice did not have any significant effect on satisfaction. Finally, satisfaction was significantly and strongly associated with both trust and commitment. These results provide empirical proposition that the recovery strategies for complaint handling of the beauty service shop are related closely to relationship marketing.

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References

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