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http://dx.doi.org/10.12940/jfb.2014.18.4.125

A Study of Effects of Characteristics of Cosmetics Manufacturers' Uniform Design on Perception of Service Quality and Customer Satisfaction: Focusing on Women in Their 20s  

Kim, Bogyun (Dept. of Beauty Design, Graduate School of Konkuk University)
Jung, Yeonja (Dept. of Beauty Design, Konkuk University)
Publication Information
Journal of Fashion Business / v.18, no.4, 2014 , pp. 125-137 More about this Journal
Abstract
This study aims to the recognize the importance of uniform design and provide empirical data to companies after getting the effects of uniform design in cosmetics companies on service quality perception and customer satisfaction. For this, a preliminary survey was conducted against 30 college women (aged 20s) from 'K' University, and effective samples were obtained from 250 people. In terms of a research method, collected data were coded and analyzed using SPSS. The respondents' characteristics were analyzed using descriptive statistics. For reliability analysis, Cronbach's ${\alpha}$ was used. For a validity test, factor analysis was performed. In addition, correlation analysis was carried out to examine multicollinearity among variables. The analysis results found that the characteristics of uniform design have a positive effect on service quality and customer satisfaction. Among the characteristic of uniform design, however, functionality wasn't confirmed in a relational test. This kind of result was obtained because the uniform was mostly analyzed from customers' perspective, not from the wearer's standpoint. It is expected that the study results would be helpful in establishing brand identity through the improvement of the importance of uniform design.
Keywords
customer satisfaction; service quality; uniform design;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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