The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Nail-care service conceptual framework and consumer type

네일 미용 서비스개념 체계와 네일 미용 서비스의 소비자 유형

  • 서경자 (가천대학교 뷰티산업학) ;
  • 김미영 (가천대학교 패션디자인전공)
  • Received : 2018.10.31
  • Accepted : 2018.12.26
  • Published : 2018.12.31
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Abstract

Consumers' desire for beauty has become a driving force in the beauty service industry which was further developed through specialization and segmentation. Nail-care service, which is one of the beauty services, is showing rapid growth, and intense competition among salons has become apparent. Thus, service management method and marketing strategy are required for customer satisfaction. Therefore, in this study, we tried to classify the nail-care services on the basis of systematization and realization of its characteristics which are fundamental when developing management and marketing strategies. The subjects of this study were women in their 20s and above living in Seoul, Gyeonggi, and Incheon areas. As a result, the nail-care service factors are classified as "external environment" (interior, celebrity, newness), "internal environment" (equipment and products, cleanliness, and environment), "location" (location and transportation convenience), "reputation" (good reputation), "technician skill," "kindness," "relationship" (relationship, empathy, and affinity), and "price and discount." The consumer types of nail-care services were classified into three groups according to the degree of involvement of these concept systems. These results can be used as marketing basics and will be the basis for studying marketing strategies. However, the consideration of setting up a marketing strategy for each consumer type will be presented in a follow-up study.

Keywords

References

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