Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Effect of the Value Consumption on Customer Satisfaction and Behavioral Intention of Skin Care Service Users

피부미용서비스 이용자의 가치소비가 고객만족, 행동의도에 미치는 영향

  • Park, Young-Rim (Major in Beauty Culture Education Graduate School of Education, Sungkyul University) ;
  • Yoon, Du-Yoon (Dept of Beauty Design, Woosong College) ;
  • Chon, Hae-Jung (Dept of Beauty Design, Sungkyul University)
  • 박영림 (성결대학교 교육대학원 미용교육학) ;
  • 윤두윤 (우송정보대학교 뷰티디자인학부) ;
  • 전해정 (성결대학교 뷰티디자인 학부)
  • Received : 2021.10.25
  • Accepted : 2022.01.20
  • Published : 2022.01.28
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Abstract

The purpose of this study is to examine the impact of value consumption on customer satisfaction of skin care service users. This research was conducted on consumers with experience in value consumption use, and data analysis was analyzed using the SPSS WIN 21.0 program. The results of this study are as follows: First emotional value, functional value and social value had a positive effect on customer satisfaction. Second social value and emotional value were found to have affected behavioral intention. In order to enhance customer satisfaction, the skin care service provider should not only provide reasonable and practical services, but also form emotional communication or social ties. Also, in order to increase behavioral intention, it should enhance social dignity or make people feel happy through diversion.

본 연구의 목적은 피부미용서비스 이용자의 가치소비가 고객만족 및 행동의도에 미치는 영향을 분석하는 것이다. 피부미용서비스 이용 경험이 있는 소비자를 대상으로 하였으며, 통계분석은 SPSS WIN 21.0 프로그램을 활용하였다. 첫째, 피부미용서비스 이용자의 가치소비가 고객만족에 미치는 영향을 분석한 결과, 실용적가치, 사회적가치, 감정적가치가 높을수록 고객만족이 높은 것으로 나타났다. 둘째, 피부미용서비스 이용자의 가치소비가 행동의도에 미치는 영향을 분석한 결과, 사회적가치, 감정적가치가 높을수록 행동의도가 높은 것으로 나타났다. 피부미용서비스 이용자의 고객만족을 높이기 위해서는 합리적이고 실용적인 서비스 가치를 제공해야 할 뿐만 아니라 감정적 교감이나 사회적 유대관계를 형성하는 것이 필요하다. 또한 행동의도를 높이기 위해서는 이용자들에게 사회적 품격을 느낄 수 있는 품격 있는 서비스를 통해 감정적인 기분전환과 행복감을 느낄 수 있도록 서비스를 제공하여야 할 것이다.

Keywords

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