International Journal of Advanced Culture Technology

  • 제11권4호
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  • Pages.456-463
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  • 2023
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  • 2288-7202(pISSN)
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  • 2288-7318(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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Effect of Health and Beauty Store App Service Quality on Customer Satisfaction

  • 투고 : 2023.10.09
  • 심사 : 2023.11.30
  • 발행 : 2023.12.31
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초록

We conducted this study to identify the components of H&B store app service quality and their effect on customer satisfaction. The survey was conducted through an online survey for teenagers or older with experience in using H&B store app. A total of 330 copies were distributed and a total of 282 copies were used for the final analysis. The results of this study are summarized as follows: First, eight factors such as ease of use & design, fulfillment, playfulness, responsiveness, personalization, security, contextual usefulness, interactivity were derived as service quality components of H&B store app. Second, as a result of regression analysis, the six service quality components, such as 'ease of use & design', 'fulfillment', 'playfulness', 'responsiveness', 'security', and 'interactivity' were found to have a significant positive (+) effect on customer satisfaction (p<0.05) and 'playfulness (β=.372)' had the greatest effect on customer satisfaction. Based on the results of this study, we should strive to establish effective marketing strategies in the H&B industry.

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참고문헌

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