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http://dx.doi.org/10.22156/CS4SMB.2020.10.04.184

Effects of Beauty Shop Online Reservation Motivations and the Convenience of Reservation System on Customers' Word-of-mouth Behaviors : Focused on Naver and Kakao Reservation System

Kim, Pa Ra (Dept. of Clothing & Textiles, Konkuk University)
Hwang, Jin Sook (Dept. of Clothing & Textiles, Konkuk University)

Publication Information

Journal of Convergence for Information Technology / v.10, no.4, 2020 , pp. 184-193 More about this Journal

Abstract

The purposes of this paper are to find the effects of beauty shop online motivations on the convenience of reservation system, to investigate the convenience of reservation system on satisfaction, and to determine the effects of satisfaction on word-of-mouth behaviors. Based on the results, there are three factors in the motivations: diversion, service-prioritized, and impulse-driven tendencies. Also, there are five factors in the reservation convenience perception: efficiency of decision-making, easy monetary transaction, overall convenience, accessibility, and effortless nature of rewarding system. In terms of the convenience of online booking, the access convenience was found that as the motivation diversion and the service-prioritized motivation higher and as the impulse reservation motivation lower. Furthermore, this paper concludes that offered by online beauty service reservation systems, and higher satisfaction rate leads to higher review behaviours.

Keywords

Reservation motivations; Reservation convenience; Post-purchase satisfaction; Word-of-mouth behaviours; Beauty shop reservation system;

Citations & Related Records

Reference

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