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http://dx.doi.org/10.12925/jkocs.2019.36.1.90

A Study on the Actual Condition and Service Quality of Men's Consumers' Use of Hairdressing Room  

Li, Shun-Hua (Department of Education Theory of Cosmetology, Konkuk University)
You, Seon-Hee (Department of Beauty Stylist-Major in Skin Care, Yeonsung University)
Jung, Da-Woon (Department of Cosmetology, Konkuk University)
Publication Information
Journal of the Korean Applied Science and Technology / v.36, no.1, 2019 , pp. 90-101 More about this Journal
Abstract
The study wanted to compare the use status of general beauty salons and men's hair salons for male customers managed by male practitioners and to check the impact of service quality awareness on satisfaction and loyalty. A total of 405 people were used as analysis materials. Principle Component Analysis was used to verify the reliability and validity of the measurement tool. Sub-factors of service quality recognition have derived expertise, affinity, reliability and persistence. The validity and reliability of satisfaction and loyalty were verified. Based on the results of this study, the differences in hair involvement in general beauty salons and men's specialty salons, service quality awareness, satisfaction and loyalty were identified. The relationship between professionalism, affinity, reliability, persistence by sub-factor of service quality awareness has been identified with satisfaction, loyalty and statistically significant positive (+). In addition, male professional beauty salons had positive effects on service quality awareness of satisfaction and loyalty. Service quality satisfaction has been confirmed to have a positive impact on loyalty. In this study, the beauty of the men through the significant marketing potential use as basic data on the market feed that the portraits.
Keywords
Men's Salon; Satisfaction; Quality of Service; Beauty Salon; Loyalty;
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