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http://dx.doi.org/10.15207/JKCS.2017.8.6.255

An Importance-Performance Analysis of Beauty shop's physical evidences and Revisit Factors  

Heo, Jeong-Rock (Dept. of Beauty cosmetics, U1 University)
Cho, Jeong-Hwa (Dept. of Beauty Design, Shin Ansan, University)
Publication Information
Journal of the Korea Convergence Society / v.8, no.6, 2017 , pp. 255-263 More about this Journal
Abstract
The purpose of this study is to study the service physical environment, customer satisfaction and returning intention of beauty shop. Structured questionnaires and interviews were conducted to investigate these correlations and analyzed by IPA method. The physical environment in the beauty shop was analyzed as an important factor in creating an environment that can stimulate the emotional part of the customers. It is found that the atmosphere, the emotional atmosphere and the installation of the auxiliary facilities are important factors in the physical environment. Customer satisfaction was found to increase satisfaction with employees' intention, such as satisfaction with employees. The customer 's revisit intention shows that they are trying to communicate and share their experiences through customer satisfaction. It was found that it is important to meet customers' emotional needs through improving the physical environment of the stores and to improve the emotional satisfaction of customers based on this. Strategic implications for attracting customers in the beauty shop suggest that increasing satisfaction with existing customers is an important strategy in securing not only existing customers but also prospective customers.
Keywords
Beauty shop; Service Physical Evidence; Customer satisfaction; Revisit Attitude; IPA;
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