Effects of Service Factors and Relationship Quality on s Behavior Intention 로보고있으며, 신규고객을창조하는것보다기존이용고객을유지하는것이훨씬적은비용이지출되고고객과의장기적인관계를유지하는것이기업의수익을창출할수있는원

Size: px

Start display at page:

Download "Effects of Service Factors and Relationship Quality on s Behavior Intention 로보고있으며, 신규고객을창조하는것보다기존이용고객을유지하는것이훨씬적은비용이지출되고고객과의장기적인관계를유지하는것이기업의수익을창출할수있는원"

혜은 함
6 years ago
Views:

1 ISSN (Print) ISSN (Online) Asian J Beauty Cosmetol 2016; 14(4): R E S E A R C H A R T I C L E Open Access Effects of Service Factors and Relationship Quality on s Behavior Intention in Skin-care Shop Min-Joung Kim Department of Business Administration, Namseoul University, Cheonan-si, Chungcheongnam-do, Korea Corresponding author: Min-Joung Kim, Department of Business Administration, Namseoul University, 91 Daehak-ro, Seonghwan-eup, Seobuk-gu, Cheonan-si, Chungcheongnam-do 31020, Korea Tel.: Fax: mj1936@hanmail.net Received July 27, 2016 Revised September 12, 2016 Accepted September 28, 2016 Published December 30, 2016 Abstract Purpose: This study aims to examine the effects of service factors and relationship quality on customer behavior. Methods: To analyze the data, the statistical package, SPSS Ver. 24, was used. After a frequency analysis, Cronbach s α was used to verify validity and reliability on a selective variable. A principal component and Varimax were used for factor analysis. In addition, multiple linear regression analysis was performed to inspect the impact among variables. Results: The results showed that service factors influenced relationship quality. In particular, corporality in service factors had a crucial impact on relationship quality. A customer s to revisit was positively influenced by specialization, market price, and customer orientation, while word-of-mouth was influenced by specialization, market price, and corporality. immersion in relationship quality also affected revisit and customer satisfaction positively affected word-of-mouth, showing that customer behavior was positively influenced by service factors and relationship quality. Revisit was influenced by service factors and wordor-mouth intension was positively influenced by service factors and relationship quality. Conclusion: The results showed that skin-care shops have a great interest increasing revisits by existing customers through specialization, improvement of service quality, satisfaction, and immersion, as well as through material conditions such as a comfortable environment, friendly staff, and more service space. Keywords: behavior, satisfaction, immersion, Relationship quality, Word-of-mouth Introduction 경제발전과더불어여성들의활발한사회진출은패션과외모등외적아름다움에대한기대와욕구를증대시켰다. 2000년대이후피부미용산업은서비스산업의중요한영역으로발전되었고양적인측면에서도비약적인성장을이루었다. 반면업체간의고객확보에대한경쟁이한층치열해짐에따라많은업체들은생존을위해고객과의지속적인관계유지와고객만족등관계마케팅을통한수익창출에많은관심을두고있다. 관계마케팅이란거래당사자간의관계를중심으로거래나교환이장기적으로지속되도록해서당사자모두가이익을보도록한다는개념으로 (Yi, 2004), 관계마케팅의핵심은신규고객을창출하기보다는고객만족을통한기존고객의감소를방지하여장기적으로고객과의관계를유지 발전시키는것으로, 피부미용서비스업 처럼인적자원과기술의존도가높은전문분야에서는관계마케팅의효과적인이행을통한고객만족을높여기존고객의충성도를증대시킬수있는경영전략이필요하다 (Nam & Seong, 2014). 피부미용시장이성숙되고경쟁이심화된환경에서는새로운고객을찾으려는노력보다는기존의고객을유지하고충성도를높이는것이효율적인방법이다 (Oliver, 1981). 고객만족도가높아지면기존고객의충성도는높아지는반면가격민감도는낮아져경쟁적상황에서기존고객을보호하게되며, 미래의거래비용을낮추어실패비용을절감시키고신규고객의유치비용을감소시킨다. 이는기업의이미지와평판을높여장기적으로기업에게높은수익성을보장한다 (Yi, 2000). 피부미용서비스와같은서비스업에서는단기적인관계가아니라구매자와판매자간의장기적인관계가고객의욕구를보다잘충족시키고상호간의이익을증가시킨다 (Webster, 1992). 즉, 고객과의장기적관계의기본적인면을고객과의관계유지의증대 Copyright c Korea Institute of Dermatological Sciences. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

2 Effects of Service Factors and Relationship Quality on s Behavior Intention 로보고있으며, 신규고객을창조하는것보다기존이용고객을유지하는것이훨씬적은비용이지출되고고객과의장기적인관계를유지하는것이기업의수익을창출할수있는원천으로보았다 (Reichheld & Sasser, 1990). 또한서비스제공자와고객과의장기적인유대관계를형성하고지속적으로유지 발전시키는데중점을둔고객만족마케팅을통해 (Choe & Rou, 2007), 상호개방성과협력적의도로서비스제공자와고객이자유롭게의사소통을하는등쌍방간의역동적작용이중시되어야한다 (Crosby et al., 1990). 관계마케팅의실행요인으로 Grönroos (1990) 는고객유지중시, 제품효익지향, 장기간평가, 고객서비스강조, 고객의높은몰입, 고객과의높은유대, 품질우선등의 7가지를제시하였고, Morgan & Hunt (1994) 는관계마케팅실행요인이소매업체에대한만족도에긍정적인관계가있다고하였으며, DuPont (1998) 와 Grönroos (1994) 도같은결과를보고하며, 관계마케팅실행요인과고객만족은긍정적관계가있음을보여주었다. Park (2010) 은전문성과고객지 향성은각각고객만족및고객신뢰에긍정적인영향을미친다고하였으며, Hwang & Hwang (2005) 은미용서비스를이용하는고객이인지한미용서비스제공자의서비스품질은고객만족에정 (+) 의영향을준다고밝히고고객과의장기적인관계형성에있어서가장중요한것은고객과종업원간의관계라고제시하였다. 또한 Andreassen & Lindestad (1998) 는고객만족을높임으로써고객충성도를높일수있다고하였고, Han (2004) 은서비스품질이높을수록관계요인인만족, 신뢰, 몰입이높아지며, 만족, 신뢰, 몰입이높을수록고객유지와긍정적구전효과가높아지고있음을보고하였다. 본연구는피부미용실에서의관계마케팅을다양한관점에서고찰하여고객과의장기적인관계를위해필요한피부미용서비스를제시하고이들이고객만족을비롯한고객행동의도에미치는영향을조사하여피부미용실에적합한서비스전략을제시하는데그목적이있다. Table 1. General characteristics of subjects Status Frequency % Sex Male Female Under Age 30s s Over High school diploma Scholarship College graduate University graduate Over graduate school million won to 2 million won Income 2 million won to 3 million won million won to 4 million won Over 4 million won Table 2. The contents of questionnaire Status Contents Item Quiz form Background variable Independent variable Dependent variable Character of those surveyed Service factors Relationship quality Behavior Use realities 5 Multiple choice Population statistics 4 method Specialization 4 Market price 4 Corporality 4 orientation 4 satisfaction 3 immersion 2 Likert 5 scales Revisit 3 Likert Word-of-mouth 2 5 scales 390

3 피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향 Methods 1. 연구대상본연구는경기도성남지역에서피부미용실을이용하는고객을대상으로설문조사를실시하였다. 조사기간은 2016년 5월 15일부터 5월 30일까지 15 일간이었으며, 설문지는응답자가직접기입하는자기평가기입방식을이용하였다. 총 300 부의설문지중불성실한응답및신뢰성이낮다고판단되는 52부의설문지를제외하고총 248부설문지를실증분석자료로사용하였으며, 조사대상자의인구통계학적특성은 Table 1과같다. 2) 자료분석방법설문조사에서회수된설문지응답결과를통계패키지프로그램인 SPSS Statistics (Ver. 24; IBM, USA) 를이용하여설문지의타당성과신뢰도를확인후, 먼저조사대상자들에대한피부미용실이용실태를조사하기위하여빈도분석을실시하였고, 변수선정의타당성및신뢰성을검증하기위하여 Cronbach s α, 요인분석을위해주성분분석법과베리멕스 (Varimax) 를사용하였다. 또한변수들간의영향을파악하기위하여다중회귀분석을실시하였다. 2. 연구내용및방법 1) 설문지의구성설문지는일반적인조사대상자의특징으로피부미용실이용실태 5개문항및인구통계 4문항, 피부미용실의서비스요인 16문항, 관계품질 5문항, 행동의도 5문항등총 35개문항으로구성하여설문을실시하였다. 측정항목들은 1 ( 전혀그렇지않다 ) 에서 5 ( 매우그렇다 ) 까지의범위를갖는 Likert 5점척도를사용하였다. 본연구의설문지구성내용은 Table 2와같다. Results and Discussion 1. 설문지의타당성과신뢰도및피부미용실이용실태분석 1) 설문지의타당성과신뢰도본연구에서는설문지의문항에대한타당성검증및공통요인을찾아내변수로사용하기위해요인분석을실시하였으며, 요인회전과관련하여베리멕스회전 (Varimax rotation) 을실시하였다. 신뢰도검증을위해서는 Cronbach s α 계수를산출하였고 Cronbach s α값은 0.949로높은신뢰도를보였다. Table 3. Analysis of the actual conditions of customers utilizing skin-care shop Status Frequency % Over twice a week Once a week Frequency Every other week Once a month Irregularly Less than one month Less than three months Period Less than six months Less than one year Over one year ,000 won to 50,000 won Spending 50,000 won to 100,000 won ,000 won to 150,000 won Over 150,000 won Private management (Over two skin-care experts) Type Franchise Collaboration with hospitals (Department of dermatology) Skin-care treatment and facilities Skin-care service Location and traffic convenience Criterion Fame Recommendation of the surrounding people Treatment fee Friendly relation with staff

4 Effects of Service Factors and Relationship Quality on s Behavior Intention 2) 피부미용실이용실태분석피부미용실의고객이용실태는 Table 3과같다. 이용빈도는 2 주 1회가 74명 (29.8%) 으로가장많았고불규칙하게이용하는사람이 70명 (28.2%), 주 1회 57명 (23.0%), 주 2회이상 36명 (14.5%), 월 1회 11명 (4.4%) 순으로피부미용실을이용하는것으로조사되었다. 이용기간은 6개월미만 64명 (25.8%), 1년미만 51명 (20.6%), 3개월미만 49명 (19.8%), 1개월미만 45명 (18.1%), 1년이상 39명 (15.7%) 순으로높은비율을차지하였다. 지출비용은 10 15만원이 110명 (44.4%) 으로가장많았으며그뒤를 15만원이상 51명 (20.6%), 5 10만원 45명 (18.1%), 1 5만원 42명 (16.9%) 순이었다. 피부미용실의이용유형으로는프랜차이즈 118명 (47.6%) 와개인경영 (2인이상 ) 107명 (43.1%) 로유사했으며, 병원 Table 4. Analysis of validity and reliability on service factors Ingredients Status Market price Corporality Specialization orientation Activation of various coupon systems Have new costumer s creation program Have policy for price maintenance Construct timed and daily price systems Many of up-to-date equipment Equipped with modern interior design Provide distinguished service Have convenient facilities such as a rest place Recommend skin care to customers Have no side effects after skin care Have a good knowledge of skin care Have a special ability on skin care Make an effort on improving relationship Quickly respond to complaints Regularly monitor customer complaints Acceptance on complains is easy Eigen value Variance explanation (%) Cumulative explanation (%) Credibility Table 5. Analysis of validity and reliability on relationship quality Status satisfaction Ingredients immersion Satisfactory service from the staff in skin-care shop Satisfactory environment of skin-care shop Satisfactory utilization of skin-care shop Become a regular customer of skin-care shop Maintain relationship with skin-care shop Eigen value Variance explanation (%) Cumulative explanation (%) Credibility

5 피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향 피부과와제휴된피부미용실은 23명 (9.3%) 으로조사되었다. 피부미용실의선택기준으로는시술과시설이 117명 (47.2%) 으로가장높은비율을차지하였으며, 서비스 58명 (23.4%), 위치와교통편의성 26명 (10.5%), 시술비용 22명 (8.9%), 유명세 12명 (4.8%), 주변사람추천 10명 (4.0%) 순이었으며직원과의친분은 3명 (1.2%) 로가장낮은것으로조사되었다. 2. 변수선정의타당성및신뢰도 1) 서비스요인에대한타당성및신뢰도검증피부미용실서비스요인과관련하여 16개의문항에대한요인분석을실시한결과는 Table 4와같다. 요인분석결과 4개의요인이도출되었고요인의누적분산설명력은 %, 신뢰도계수는 0.8이상으로신뢰할만한수준이라고할수있다. 2) 관계품질에대한타당성및신뢰도검증관계품질에대한요인분석결과는 Table 5와같다. 총 5개의문항에서 2개의요인이도출되었다. 요인의누적분산설명력은 % 로나타났으며, 신뢰도계수는 0.7이상으로신뢰할만한수준이라고할수있다. 3) 행동의도에대한타당성및신뢰도검증행동의도에대한요인분석결과는 Table 6과같다. 총 5개의문항에서 2개요인으로도출되었고요인의누적분산설명력은 % 로나타났으며신뢰도계수는 0.6이상으로신뢰할만한수준이라고할수있다. 3. 각변수간의상관관계및영향분석 1) 상관관계분석각변수간의상관관계분석을실시한결과는 Table 7과같다. 분 Table 6. Analysis of validity and reliability on behavior Status Word-of-mouth Ingredients Revisit Recommend skin-care shop to others Tell positive stories on skin-care shop to others Continue visiting skin-care shop Choose this skin-care shop among all others Keep visiting of this skin-care shop even if prices are high Eigen value Variance explanation (%) Cumulative explanation (%) Credibility Table 7. Correlation among the variables Status Specialization Market price Corporality Service factors Relationship quality Behavior orientation satisfaction immersion Word-of-mouth Revisit Specialization 1 Service factors Relationship quality Behavior Market price *** 1 Corporality *** * 1 orientation satisfaction immersion Word-of-mouth *** *** *** *** * *** ** *** *** *** *** *** *** *** ** ** 1 Revisit *** *** *** *** *** * *** 1 * p<.1, ** p<.05, *** p<

6 Effects of Service Factors and Relationship Quality on s Behavior Intention 석결과관계마케팅의실행요인인서비스요인 ( 전문성, 가격성, 유형성, 고객지향 ) 과관계품질 ( 만족, 몰입 ) 이고객행동의도 ( 구전, 재이용 ) 에유의미한정 (+) 적상관관계가있는것으로나타났다. 서비스요인과관계품질이상승할수록고객행동의도도비례하여높아지는것으로나타났다. 2) 서비스요인이관계품질에미치는영향피부미용실의서비스요인이관계품질에미치는영향을다중회귀분석을통해분석한결과는 Table 8과같다. 관계품질과서비스요인의영향관계분석결과, 만족은서비스요인중유형성 (β =0.178, p<.05) 이긍정적인영향을주는것으로나타났으며설명력은 10.8% 으로나타났다. 몰입의경우가격성 (β=0.523, p<.01), 유형성 (β=0.242, p<.01) 이긍정적인영향을미치는것을알수있으며설명력은 34.8% 으로나타났다. 위의결과를통해피부미용실에서의서비스요인이관계품질에영향을미치는것을확인할수있었으며, 특히서비스요인중에서는유형성이관계품질 ( 만족, 몰입 ) 에결정적역할을미치는것을알수있었다. Lee & Kim (2005) 의피부미용실의서비스품질인전문성과고객응대, 물리적환경이고객만족에긍정적인영향을미쳤다는연구와 Roh (2004) 의스포츠센터소비자의서비스품질지각과서비 스가치, 고객만족및재이용의사의관계에서서비스품질지각은고객만족에정적인영향을미치는것으로나타난연구등선행연구와동일한결과를확인하였다. 3) 서비스요인이고객행동의도에미치는영향피부미용실의서비스요인과고객행동의도간의관계를분석한결과는 Table 9와같다. 고객행동의도요인중재이용의도에영향을미치는서비스요인으로는가격성 (β=0.566, p<.01), 전문성 (β =0.309, p<.01), 고객지향 (β=0.044, p<.01) 순으로유의한긍정적영향을미쳤으며설명력은 55.1% 로나타났다. 구전의도에서는가격성 (β=0.371, p<.01), 유형성 (β=0.267, p<.01), 전문성 (β=0.109, p<.1) 이유의한긍정적영향을미쳤으며설명력은 30.3% 로나타났다. Yoo & Park (1998) 은서비스품질의효과는광고의효과와마찬가지로누적적이기때문에서비스품질이효과를당장확인하기는매우어려우나서비스품질이향상되면소비행동즉재구매와구전의도에영향을준다고하여본연구와동일한결과를확인하였다. 따라서피부미용실은서비스요인의향상방안을강구하고, 고객맞춤서비스를제공하여고객과의지속적인관계유지를통해재이용의도와구전의도를높일수있는방안을마련하는데노력해야할것이다. Table 8. The influence of service factors on relationship quality in skin-care shop Dependent variable Independent variable β F R 2 p Relationship quality * p<.1, ** p<.05, *** p<.01 satisfaction immersion Specialization Market price * Corporality ** orientation *** Specialization Market price *** Corporality *** orientation ** Table 9. The influence of service factors on behavior in skin-care shop Dependent variable Independent variable β F R 2 p Behavior * p<.1, ** p<.05, *** p<.01 Revisit Word-of-mouth Specialization *** Market price *** Corporality orientation *** Specialization * Market price *** Corporality *** orientation

7 피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향 4) 관계품질이고객행동의도에미치는영향관계품질이고객행동의도에영향을미치는영향은 Table 10과같다. 고객행동의도요인중에서재이용의도에대한관계품질의설명력은 5.6% 로나타났으며, 고객몰입 (β=0.184, p<.01) 이재이용의도에유의한긍정적인영향을미치는결과가나타났다. 구전의도에대한관계품질의설명력은 11.5% 로나타났으며, 고객만족 (β=0.330 p<.01) 이긍정적인영향을미치는것으로나타났다. Hong (2006) 은골프연습장이용자만족도는향후소비자의재구매의도및구전의도에정적인영향을미친다고하였고, Chin (2006) 및 Sul & Moon (2008) 은서비스에대한만족은고객들의소비행동인재구매및구전의도에미친다고하였다. 본연구와동일한결과를확인할수있었다. 5) 서비스요인과관계품질이고객행동의도에미치는영향피부미용실에서의서비스요인과관계품질이고객행동의도에미치는영향을분석한결과는 Table 11과같다. 재이용의도에서는서비스요인 (β=0.523, p<.01) 이유의한긍정적영향을미치는것으로나타났으며, 구전의도에서는서비스요인 (β=0.543, p<.01) 과관계품질 (β=0.329, p<.01) 이유의한긍정적영향을미치는것으로나타났다. Conclusion 본연구는피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향에대해알아보고자성남지역거주자를대상으로설문조사를실시하였다. 피부미용실에서의서비스요인은전문성, 가격성, 유형성, 고객지향으로나타났으며, 관계품질은만족, 몰입으로 조사되었다. 그리고고객행동의도는재이용의도와구전의도로나타났다. 관계품질중고객만족에영향을미치는서비스요인으로는가격성, 유형성및고객지향으로나타났으며그중유형성이긍정적인영향을미치는것으로나타났다. 고객몰입인경우에는가격성, 유형성및고객지향이유의한영향을미치며, 가격성및유형성이긍정적인요인으로나타났다. 서비스요인이고객행동의도에미치는영향으로가격성, 전문성및고객지향이재이용의도에긍정적인영향을미치는것으로나타났으며, 반면구전의도에서는가격성, 유형성및전문성이유의한긍정적영향을미치는것으로나타났다. 관계품질과행동의도간의영향에있어서는고객몰입이재이용의도향상에긍정적인영향을미치는것으로나타났으며, 구전의도에서는고객만족이유의한긍정적요인으로나타났다. 이는서비스요인과관계품질이고객행동의도에매우긍정적인영향을미치는것을알수있었으며, 고객행동의도중재이용의도는서비스요인, 구전의도는서비스요인과관계품질에긍정적영향을받는것으로나타났다. 본연구를종합해보면피부미용서비스는전문적인시술과함께무형적인서비스가결합된것으로고객이서비스를받기전에는서비스의품질을알수없으므로적정한가격, 타업체와차별화된시술과시설그리고고객편익을제공하는물리적환경등이고객만족을향상시켜장기적인고객과의관계를지속시키는실행요인임을확인할수있다. 따라서피부미용실들은기존고객의재이용의도를향상시키기위해서는다른서비스산업과마찬가지로쾌적한환경, 친절한직원, 편안한서비스공간등의유형적환경과함께경쟁업체의차별화된시술등전문적인기술서비스제공과더불어서비스품질의향상과고객만족과몰입, 신뢰관계의구축을통해재이용의도와추천의도를높여야할것으로사료된다. Table 10. The influence of relationship quality on behavior Dependent variable Independent variable β F R 2 p Behavior * p<.1, ** p<.05, *** p<.01 Revisit Word-of-mouth satisfaction immersion *** satisfaction *** immersion Table 11. The influence of service factors and relationship quality on behavior Dependent variable Independent variable β F R 2 p Behavior * p<.1, ** p<.05, *** p<.01 Revisit Word-of-mouth Service factors Relationship quality Service factors *** Relationship quality ** 395

8 Effects of Service Factors and Relationship Quality on s Behavior Intention References Andreassen TW, Lindestad B. loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9: 7 23, Chin JH. Relationship among services quality in the yoga center, customer satisfaction, customers to revisit, and word of mouth. The Korean Journal of Physical Education, 45: , Choe YH, Rou FR. A study on the effects of the factors of relationship marketing on the loyalty to esthetic salons. Journal of the Korean Society of Cosmetology, 13: , Crosby LA, Evans KR, Cowles D. Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, 54: 68 81, DuPont R. Relationship marketing: a strategy for consumerowned utilities in a restructured industry. Management Quarterly, 38: 11 16, Grönroos C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32: 4 20, Grönroos C. Relationship approach to marketing in service contexts: the marketing and organizational behavior interface. Journal of Business Research, 20: 3 11, Han SL. Effects of restaurant service quality on customer retention and word-of-mouth. Journal of Marketing Management Research, 9: 29 46, Hong SE. The relationship among service quality of golf driving ranges, service value, user satisfaction, and behavioral s. Korean Journal of Sport Management, 11: 1 13, Hwang SA, Hwang SJ. The influences of employees customer orientation and relationship quality (satisfaction, trust, commitment) on revisit and word of mouth. Journal of the Korea Service Management Society, 6: , Lee KC, Kim SO. A study on the influence of the esthetic salons service quality upon the customers satisfaction. Asian Journal of Beauty and Cosmetology, 3: , Morgan RM, Hunt SD. The commitment-trust theory of relationship marketing. Journal of Marketing, 58: 20 38, Nam HS, Seong HS. Effect of relationship marketing factors at skin care shops on customer satisfaction, customer commitment and the relationship performance. Asian Journal of Beauty and Cosmetology, 12: , Oliver RL. Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57: 25 48, Park SJ. A study on the effects of service quality on customer satisfaction and shop loyalty in the beauty industry. Asian Journal of Beauty and Cosmetology, 8: , Reichheld FF, Sasser WE Jr. Zero defections: quality comes to services. Harvard Business Review, 68: , Roh DY. Relationship among service quality, service value, customer satisfaction and repurchase of sport center consumer. Korean Journal of Sport Management, 9: 71 88, Sul MS, Moon HJ. The influence of service quality and customer satisfaction on the customer loyalty: a woman participating in aerobic by a leisure activity. Journal of Leisure and Recreation Studies, 32: 71 81, Webster FE Jr. The changing role of marketing in the corporation. Journal of Marketing, 56: 1 17, Yi YJ. A theoretical examination of customer satisfaction research: findings and outlook. Journal of Consumer Studies, 11: , Yi YJ. Service marketing. Hakhyunsa, Seoul, p304, Yoo DK, Park NH. The structural relationship of customer satisfaction and behavioral s for service quality. Korean Journal of Hospitality and Tourism, 7: ,

9 피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향 국문초록 피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향 김민정남서울대학교경영학과, 충청남도천안시, 한국 목적 : 본연구는피부미용실에서서비스요인과관계품질이고객행동의도에미치는영향을알아보고자한다. 방법 : 자료분석은 SPSS Ver. 24 통계패키지프로그램을활용하였다. 빈도분석후변수선정의타당성및신뢰성을검증하기위하여 Cronbach s α와요인분석을위해주성분분석법과 Varimax를사용하였다. 또한변수들간의영향을파악하기위하여다중회귀분석을실시하였다. 결과 : 연구결과서비스요인이관계품질에영향을미치는것으로나타났으며, 특히서비스요인중에서유형성이관계품질에긍정적인영향을미치는것을알수있었다. 고객행동의도중재이용의도는서비스요인의전문성, 가격성및고객지향에긍정적인영향을받는반면구전의도는전문성, 가격성및유형성에긍정적인영향을받는것으로나타났다. 관계품질중고객몰입은재이용의도에영향을미치며, 고객만족은구전의도에긍정적인영향을미치는것을확인하였다. 고객행동의도는서비스요인과관계품질에긍정적인영향을받는것으로나타났으며, 고객행동의도의재이용의도는서비스요인, 구전의도는서비스요인과관계품질에긍정적영향을받는것을확인하였다. 결론 : 본연구결과를통해피부미용실은편안한환경, 친절한직원및서비스공간과같은물리적요인뿐만아니라전문성, 서비스품질향상, 고객만족과몰입을통한기존고객의재이용의도를높여야할것으로사료된다. 핵심어 : 고객행동의도, 고객만족, 고객몰입, 관계품질, 구전의도 참고문헌 남향숙, 성현선. 피부관리실의관계마케팅요인이고객만족과관계몰입및관계성과에미치는영향. 아시안뷰티화장품학술지, 12: , 노동연. 스포츠센터소비자의서비스품질지각과서비스가치, 고객만족및재이용의사의관계. 한국스포츠산업경영학회지, 9: 71 88, 박선주. 미용서비스업의서비스품질이고객만족과점포충성도에미치는영향에관한연구. 아시안뷰티화장품학술지, 8: , 설민신, 문행자. 상업스포츠센터의서비스품질이고객만족과고객충성도에미치는영향 : 여가활동으로에어로빅스참여여성을중심으로. 한국여가레크리에이션학회지, 32: 71 81, 유동근, 박노현. 서비스품질에따른고객만족및행동의도의구조적관계. 호텔경영학연구, 7: , 이기채, 김선옥. 피부미용실의서비스품질이고객만족에미치는영향. 아시안뷰티화장품학술지, 3: , 이유재. 고객만족연구에관한종합적고찰. 소비자학연구, 11: , 이유재. 서비스마케팅. 학현사, 서울, p304, 진지형. 요가센터의서비스품질, 고객만족, 재이용의도, 구전의도의관계. 한국체육학회지, 45: , 최영화, 류화라. 관계마케팅요인이피부관리실애호도에미치는영향. 한국미용학회지, 13: , 한상린. 레스토랑의서비스품질이고객유지와구전에미치는영향 : 관계적요인의매개효과를중심으로. 마케팅관리연구, 9: 29 46, 홍설의. 골프연습장서비스품질, 서비스가치, 이용자만족도, 행동의도의인과관계분석. 한국스포츠산업경영학회지, 11: 1 13, 황선아, 황선진. 종업원의고객지향성에따른관계질 ( 만족, 신뢰, 몰입 ) 이재방문의도에미치는영향에관한연구. 서비스경영학회지, 6: ,

10 Effects of Service Factors and Relationship Quality on s Behavior Intention 中文摘要服务因素与关系品质对皮肤美容店顾客行为意向影响的研究金珉廷南一大學经营學科, 忠清南道天安市, 韩国目的 : 探索在皮肤美容店中, 服务因素与关系品质对顾客行为意向的影响方法 : 利用 SPSS Ver. 24 统计软件分析数据频率分析结束后, 为鉴定变数选定的妥当性和可靠性利用 Cronbach s α 进行分析, 以及利用主成分分析法和 Varimax 旋转进行因子分析利用多元线性回归分析检查变量之间的影响结果 : 服务因素影响关系品质, 特别是在服务因素中类型对关系品质产生积极影响顾客行为意向中, 再访问意图所受服务因素的专业化, 价格以及顾客意向的积极影响相反口碑传播意愿则受专业化, 价格, 类型的影响关系品质中, 顾客投入对再访问意图产生影响, 顾客满足对口碑传播意愿产生影响顾客行为意向所受服务因素和关系品质的积极影响, 顾客行为意向的再访问意图所受服务因素的影响, 口碑传播意愿所受服务因素和关系品质的影响结论 : 皮肤美容室不仅向顾客提供安逸的环境, 亲切的职员以及服务空间等物理因素, 还需提高专业化, 服务品质的上升, 满足及吸引顾客从而提高老顾客的再访问关键词 : 顾客行为意向, 顾客满足, 顾客投入, 关系品质, 口碑传播意愿 398

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing