• Journal of Fashion Business
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• v.19 no.4
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• pp.75-91
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• 2015

There is an increased interest in having beauty regardless of ages and sex with improvement of the national income level and increase in social activities. Competition within the beauty service industry is increasing rapidly because of global impact within Korea wave. Thus, active public relations and offering distinguished service in the beauty service industry are important. Also, uniforms play an important role in providing an image differentiated from other brands and presents professionalism to the customer. Therefore, we determined function and design of uniforms required in beauty service industry by researching wearing realities, satisfaction, preferred designs and functions of uniforms from hair shop staff. Functional and aesthetic uniforms play an important role to enhance the staffs' sense of belonging. In addition, it is good for the image of hair shop. Special design mirroring job characteristics with expression of differentiated personalities is needed. However, the research was conducted only in the hair shop in Seoul, Daejeon, and Gyeonggi-do. Further studies on much wider areas will be needed.

• Korean Journal of Human Ecology
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• v.14 no.2
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• pp.293-302
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• 2005

The purpose of this study is to compare hair care behaviors between Korean and Australian women whose individual hair characteristics, social backgrounds, and culture were different from each other. Then, this study also aims to provide some basic data for professionals in the field of beauty education and industry. Data were collected through a survey with 208 Australian females and 392 Korean females. Analyses included t-test, frequency analysis, and one-way ANOVA. The results are as follows: The Korean women mostly had black and brown natural hair, and 68.4% of them had color. On the other hand, the Australian surveyees had brown and dark blonde, and 85.4% of them had color. They both were asked why they were using hair products. The Koreans responded that they were for hair moisturization, while the Australians said they were for producing a hair style they wanted. In addition, the Koreans made the most use of a hair conditioner and hair wax, while the Australian women did a hair spray and gloss. As far as the satisfaction with beauty salon service goes, the Australian respondents showed more service satisfaction than the Koreans on average. The homogeneity of the two nations' average points was t-tested. The result indicated that significant differences existed in the hair shop satisfaction with services, such as dyeing, haircut, blow dry, shampooing and massaging, and staff attitudes.

• Journal of the Korean Society of Fashion and Beauty
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• v.3 no.3 s.3
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• pp.11-23
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• 2005

This never-ending changes and everlasting challenges under the industrial circumstances induce us to compete against survival or selection. We accordingly need to take steps in order to survive excessive competitions by the various differentiated strategies in Beauty and Cosmetology markets. The purpose of this study aims for making the best use of this actual proof which enables the effective customer management and managerial things of beauty shop through theoretical contemplation in all aspects of managerial beauty shop and the reason why the customers give the second visit(revisit) or choosing the shop again(coming again) by demographic characteristics. The method of this study was surveying 200 re-visited customers at the same beauty shop in GwangJu Metropolitan city for a whole year by questionnaire regarding the correlation between revisiting of the same beauty shop and demographic characteristics. After surveying, we coded these questionnaires finding out its distribution(range) by SPSS statistical package with Frequency Analysis in response to demographic characteristics and also performed ANOVA and Regression. In brief, there is big difference between men and women which explains the second visiting(revisit) originates in technical fact; hair protection. Most women have paid great attention to their hair protection while men mostly have ignored. However, men attached themselves to the hairdressers' appearances and the distance from their house to the beauty shop which did not mean a lot to women. Beside s, there were many differentiation in accordance with marital status, age, education and their business. With this study, we easily generalize the fact that customers revisit a beauty shop not because of beauty shop facilities but because of human interests.?Beautician's service has certain specialties which show the interaction between customer and beautician in the field. Now we can come to this conclusion that we need to endeavor to develop the service spirit and employees' welfare. Their attitudes towards job satisfaction go well with customer ' s satisfaction in this way.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.3
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• pp.155-167
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• 2020

Despite accelerating market changes in the beauty service industry, there are still inadequate service education programs and a lack of objective data and research to develop systematic policies to strengthen competitiveness, thereby fostering the beauty service industry. Accordingly, this study will examine the factors that affect customer satisfaction in terms of customer touchpoints, hence uncovering what the beauty service needs to develop systematic customer service education programs. It aims to contribute to the improvement of beauty service quality by providing basic empirical data that is necessary to build service education programs and strengthen the touchpoint staffs' job competency. A total of 16 people, 8 male, and 8 female customers in their 30s and 40s, who have ever used hair shop services in the metropolitan area, and 8 male and female hair designers and owners, were interviewed during a 9week period from October 31, 2017, through December 30, 2017. The data was analyzed as follows in order to measure service quality, SERVQUAL was revised and supplemented according to the purpose of this study, and a table for customer satisfaction factors was constructed. In addition, the results of the study were derived by classifying the relations among the customer satisfaction factors with respect to the interviews. The results show that the price of hardware, the location of the store, and hair designers' ability, which are the direct components of customer satisfaction, have a great influence on the customer satisfaction considered when selecting the beauty services (hair shops). In addition, it can be seen that human services including human-ware, which are accompanying services make up a high proportion considering customer satisfaction factors.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.375-381
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• 2020

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.

• Journal of Distribution Science
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• v.13 no.9
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• pp.71-79
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• 2015

Purpose - The purpose of this paper is to find out the effect of changes in the differentiated "servicescape" on the business performance in the hair salon industry using a case study. For this, we selected hair salon M located in Suwon. The shop is innovatively different from existing shops in terms of spatial layout and functionality. We conducted in-depth research, beginning with the launch of the shop concept through investment and ongoing stable sales. Research design, data, and methodology - The M hair salon is a start up shop providing a differentiated servicescape (physical environment where the service takes place) located in Suwon, Yeongtong-gu. We conducted research to investigate how spatial layout and functionality of the servicescape impact customers' perceived quality. The interview period and case analysis was May 2014 through March 2015, covering 11 months. To conduct the case analysis, we analyzed the spatial layout and functionality of existing shops and interviewed customers and experts about the difference between hair salon M and existing shops. Results - Our results found clues to the positive effect of spatial layout and functionality among servicescape factors on perceived service quality at the salon. The shop showed a fast payback of the principal investment, growth potential in contrast to competitors near the salon, and 45 percent returning customers. The problem with the spatial layout at existing shops was that customers were aware of the way other people were looking at them, since viewing angles overlapped, therefore there was a limitation to the relationship intensity with an exclusive hair designer. In contrast, the layout of the stands at the M salon kept the number of dressing stands limited to maximize the customer's emotional response. Additionally, because of the new layout of dressing stands hiding other customer voices and appearance in the salon, customers perceived their service space as independent. Therefore, they did not have to focus on their personal emotional response, which was one of the advantages of the new layout. Conclusions - This study conducted case study analysis by offering a new perspective focusing on spatial layout, previously not considered as an independent variable of quality evaluations and customer satisfaction in existing literature on hair salon management. Therefore, this study contributes to the field by offering an opportunity to discover the causal relationships between the overlooked physical environment and a customer's perceived quality. However, a process objectifying the results of the study through empirical analysis and hypotheses is needed to overcome the limitations of the case study approach and generalize the results. Moreover, it would be beneficial to conduct further empirical study of the relationship between the spatial layout provided in the case and a customer's emotional response and change in mood. In addition, an analysis is needed regarding how customers feel about the factors using the Kano Model. These suggestions would be considered in further study.

• Industry Promotion Research
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• v.6 no.1
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• pp.9-13
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• 2021

In order to suggest the factors to be managed for customer satisfaction management in the franchise hair salon industry, a survey was conducted on the customers' experiences toward consumers who have experience using domestic franchise hair shop service in Korea. An online survey was conducted for 1,000 consumers who had used the top five franchise hair salon services within 6 months of the survey. According to the result of research on service quality(SERVQUAL)'s 5 factors- tangibleness, responsiveness, assurance, reliability, and empathy, assurance has the greatest impact on satisfaction, followed by responsiveness, empathy, reliability, and tangibleness. The service quality satisfaction of the five companies surveyed was 3.77 out of 5, indicating that there is much room for future satisfaction. This study aims to provide information on which factors should be invested more with limited resources to improve customer satisfaction.

• Journal of Fashion Business
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• v.19 no.3
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• pp.59-72
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• 2015

The purposes of this study are to explore how the service recovery of the beauty shops and customers' perceived justice affect the customer relationship. A survey based questionnaire method was employed for this study. Data were collected by a convenient sampling of 232 female customers of hair beauty shops in Seoul and Busan. The data were analysed by using SPSS 21.0, including a frequency analysis, reliability analysis, factor analysis and multiple of regression analyses. The first result showed that all dimensions of service recovery had a significantly positive effect on the perceived justice. Especially, behavioral recovery of beauty shops was the major significant factor affecting perceived justice. Second, distributive justice and interactive justice had a significant effect on satisfaction. However, procedural justice did not have any significant effect on satisfaction. Finally, satisfaction was significantly and strongly associated with both trust and commitment. These results provide empirical proposition that the recovery strategies for complaint handling of the beauty service shop are related closely to relationship marketing.

• Journal of Fashion Business
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• v.16 no.4
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• pp.186-199
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• 2012

Most of employees in service area frequently and strongly experience job-stress caused by emotional labour than in general. This job-stress is supposed to incur employees' burn-out, which burn-out brings a lower service quality in various aspects of physical and spiritual hospitality. The purpose of this study is to identify the impacts of burn-out on emotional labour of hair designer, with 155 primary data from a sample of 200 employees of hair shop in Seoul and Gyeongnam area. The reliability and validity of the collected data were checked through the calculation of Cronbach's ${\alpha}$ and factor analysis. The empirical research made by regression analysis confirms that emotional labour significantly has a negative effect on burn-out of hair designer. Therefore, hypothesis presented to mediate the effect of burn-out on emotional labour of hair designer was supported in positive. Hopefully, this study contributes to hair business shops for setting up a management strategy on effective job-satisfaction of hair designer.

• The Journal of the Korea Contents Association
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• v.20 no.6
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• pp.312-325
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• 2020

The heat perm is the preferred hair technique to get positive affects such as increase of work efficiency and sale in hair industry. The subjects of this study is 262 hair shop workers and it was investigated heat perm device using reason, using satisfaction and repurchase. As a result, the perm accounted for 32.1 and the use of digital perm devices was more than that of setting perm devices. The reasons for the use were that the longer the setting device was engaged, the flexible it was the hair wave. The higher the rank, the better the hair wave retention and the long hair treatment, and it also helped sales. (p<0.05) Digital perm device can be hair-wavy in the desired style while in use, and the longer the working period, the more advantageous. The repurchase intention was that the longer the period of service and the higher the rank, the more advantageous it was. (p<0.05) The reasons for the usage of setting perm and digital perm were correlated with the satisfaction of use and the repurchase intention. The reasons for the use were helpful for sales and elastic hair wave and long hair waving was possible, which affected the repurchase. In conclusion, heat perm had been found not only helped sales, made a good hair wave, and the long hair waving, but also to be preferred to the long working period of the hair shop and the rank above the designer.