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http://dx.doi.org/10.15207/JKCS.2020.11.6.375

Convergence Study on the Effect of Hair Beauty Salon Store Image, Price, Human Service, and Trust on Customer Satisfaction  

Choi, Eun-Joo (Division of Beauty&Health Cosmetics, Westminster Graduate School of Theology)
Publication Information
Journal of the Korea Convergence Society / v.11, no.6, 2020 , pp. 375-381 More about this Journal
Abstract
The purpose of this study is a convergence study to find out the relationship between store image, price, human service, and trust on customer satisfaction among the shop selection attributes of customers using hair beauty salons. This study analyzed the data of 500 copies of questionnaires for women who used hair beauty salons within the last 6 months using the SPSS v.22 statistical package program. As a result, store image (B= 1.321, p= .004), price (B= 1.189, p= .032), human service (B= 1.013, p= .000), trust (B= .782, p = .000) was found to have a meaningful positive(+) effect on customer satisfaction, and the ranking of influence was store image (β= .445), human service (β= .377), and price (β= .252). ), And trust (β= .167). Therefore, through this study, it was found that the higher the store image, personal service, price, and trust of the customer's hair salon, the higher the customer satisfaction. We confirmed the detailed influence of the effect of customer's shop selection attributes on customer satisfaction. Among them, store image and human service were found to be factors influencing customer satisfaction. It is necessary to find an economical and efficient way to improve store image, and to cultivate competency to strengthen human service. The results of this study are expected to be used as a basis for establishing a differentiated marketing strategy of cosmetic services industry.
Keywords
Convergence; Store Image; Price; Trust; Human Service; Customer Satisfaction;
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Times Cited By KSCI : 8  (Citation Analysis)
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