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1 Vol.6, No.9, September (2016), pp 네일샵의서비스보상이만족및고객평가에미치는영향 김윤방기정 요약 본연구의목적은네일샵이용고객을대상으로서비스공정성의하위요인이고객만족에영향을미치는영향을알아보고자하였다네일샵이용고객의고객만족이재구매의도와구전의도에미치는과정을구조방정식모형을통해확인하고자하였다대전및충청권의네일업체를이용하는고객대상으로최종회수된부의설문중연구에적합하지않은설문지를제외한부를연구를위한최종분석에사용하였다자료분석을위해과프로그램을사용하였고무형의보상이고객만족과고객평가를향상시키는영향력있는변인임과동시에무형의보상또한고객만족을통해고객의평가가달라지는매개효과가있음이확인되었다네일샵을이용하는고객이지각하는서비스공정성의하위속성중에서고객만족에영향을미치는영향을알아보고고객만족이고객평가에미치는과정을구조방정식모형을통해규명하고자하였다네일샵의고객평가를위한선행변인을확인하고각변인간의경로관계를검증했다는데그의의가있다핵심어네일서비스서비스업체유무형적보상고객평가고객만족 Abstract The research is aimed at guests service fairness of nail services sub-factors affecting the impact on customer satisfaction, was interested in learning. The satisfaction of our customers and Word-of-mouth on the process re-structural equation models the intent you want to make. Research, Daejeon and Cheong nail makers targeted at customers using surveys. Part of the questionnaire was a full payback to 325. In the study, with the exception of the questionnaire is not suitable for use in the final analysis call 314. It was used SPSS 18.0, AMOS 18.0 programs for data analysis. Intangible rewards to improve customer satisfaction and customer testimonials to the influential variables. In addition, customer satisfaction through effective customer assessment varies. Research has shown that customers who use the service over each nail is a sub property of fairness the service affects the impact on customer satisfaction was interested in learning. Customer satisfaction was to investigate the impact assessment process to the customer. Research is the leading provider of customer ratings for nail variables. Verification of the relationship path between Received (July 20, 2016), Review Result (August 3, 2016) Accepted (August 10, 2016), Published (September 30, 2016) Copyright 2016 HSST 255

2 each variable, and that is that. Keywords : Nail services, service providers, tangible rewards, intangible rewards, customer rating, client satisfaction 서론 뷰티산업의대적인네일관련서비스업은빠른성장세를보이고소비자의다변화된기호와니즈에부합하기위한기술의전문성과다양한고객요구에맞는매우구체적이고체계적인서비스개선을통한경쟁력확보로발전하고있는분야이다또한네일서비스분야는고객만족을통한고품질의서비스를통한차별화가필요한시점이다고객접점에서서비스가제공되는네일서비스는고객의평가와만족이현장에서즉시이루어지기때문에고객과종사원의상호작용관계가무엇보다중요하다고객과의상호작용을통해형성되는서비스의결과가제품서비스에대한전반적인평가및만족과직결된다는점을고려할때서비스회복성의중요성은매우크다할것이다서비스공정성은서비스과정에서지각한회복성정도에따라서비스이용고객의만족도가달라진다는것을의미하는것으로무형적보상이고객만족의중요한영향변수이다유무형적보상을높게지각할수록고객만족도또한높아지며이는유무형의보상에대한고객만족도에관한선행연구들에서많은부분언급하고있다본연구의목적은네일서비스실패상황에서이용고객이지각한무형적보상유형적보상고객만족과고객평가간의구조관계검증을위해가설을설정하고서비스공정성의하위요인이고객만족에영향을미치는영향을알아보고고객만족이재방문의도와구전의도에미치는과정을구조방정식모형을통해확인하고자한다또한고객만족을통한재방문이라는충성고객의확보로이어진다는것을확인함으로네일서비스업체의경영전략소구점에기여하고자한다 연구방법및절차연구모형 본연구는네일서비스이용고객을대상으로서비스공정성의하위요인이고객만족에영향을 미치는영향을알아보고고객만족이재구매의도와구전의도에미치는과정을구조방정식모형을 통해확인하고자하였다이에대한연구모형은그림과같다 256 Copyright 2016 HSST

3 Vol.6, No.9, September (2016) 그림 연구모형 연구문제 가설네일서비스이용고객이지각한유무형적보상은고객만족에영향을미칠것이다네일서비스이용고객이지각한유형적보상은고객만족에영향을미칠것이다네일서비스이용고객이지각한무형적보상은고객만족에영향을미칠것이다네일서비스이용고객이지각한유무형적보상은고객평가에영향을미칠것이다네일서비스이용고객이지각한유형적보상은고객평가에영향을미칠것이다네일서비스이용고객이지각한무형적보상은고객평가에영향을미칠것이다네일서비스이용고객이지각한고객만족은고객평가에영향을미칠것이다고객만족은유무형적보상과고객평가간의관계를매개할것이다고객만족은유형적보상과고객평가간의관계를매개할것이다고객만족은무형적보상과고객평가간의관계를매개할것이다 연구대상및방법 본연구는대전및충청권의네일업체를이용하는고객을대상으로설문조사하였다전체부의설문지가회수되었으며연구에적합하지않은설문지를제외한부를최종분석에사용하였다자료분석을위해과프로그램을사용하였다측정항목의타당도및내적일관성검증을위해확인적요인분석과신뢰도분석을실시하였고이론변인구조관계검증을위해공분산구조분석을실시하였다 연구결과탐색적요인분석 변인간관계검증에앞서본연구에사용된연구변인의측정항목의척도정제및중복성확인 Copyright 2016 HSST 257

4 을위해외생변인인서비스공정성과내생변인인고객만족과고개평가를대상으로탐색적요인분석 을실시하였다각차원의요인추출을위해배리맥스직교회전과주성분분석을사용하였고요인추 출기준은고유값이상으로하였으며중복되거나요인부하량이이하의낮은값을보이는경 우이를측정항목에서제외하였다결과는과같다에제시한탐색적요인분석결과 를보면외생변인인서비스공정성은고유값이상의값을가진개의하위차원으로구분되었 고내생변인은예상한대로고객만족과고객평가 연구변인의각하위차원의측정항목모두 개의하위차원으로구분되는것을확인하였다 이상의값으로나타나각연구변인의구성개념을 잘설명하고있음을알수있다이와함께탐색적요인분석을통해추출한각측정항목의내적 일관성확인을위한신뢰도분석결과모든변인들의 α 값은으로나타났다 분석결과를토대로각측정항목들이요구되는기준치를충족하며양호한수준의내적일관성을있 음을확인하였다 탐색적요인분석 외생변인 요인 무형적보상 유형적보상 내생변인고객만족 고객평가 항목서비스실패상황에서직원들의태도서비스불만발생후긍정적감정으로의회복불만족에대한직원의공감과관심불만족해결을위한직원의노력서비스실패상황에서직원의충분한사과직원들의예의바르고정중한불평처리응대불만사항에대한직원의전문성있는대응불만사항에대한충분한의견반응제기된불편과불만사항에대한신속한처리불편사항전달의편의성불평사항에대한직원의유연한처리 서비스실패로인한금전적할인서비스실패에대한쿠폰또는상품권제공서비스실패로인한금전적환불서비스실패에대한무료서비스제공서비스실패로인한금전적손해회복 네일업체선택에대한만족네일업체의문제처리결과에대한만족네일업체이용에대한만족 서비스만족을주변에게긍정적인전달현재네일업체를타인에게적극적인추천 요인부하량 고유값설명분산누적분산 258 Copyright 2016 HSST

5 신뢰도및타당성검증 확인적요인분석 Vol.6, No.9, September (2016) 현재네일업체의긍정적인재방문의사타인에게네일업체에대한조언과추천불편응대에대한만족으로인한재방문불만서비스보상에대한만족으로인한재방문 가설및경로관계를검증하기전에집중타당성과판별타당성확인을위한확인적요인분석을 실시하고법칙타당성확인을위해상관분석을실시하였다확인적요인분석을위해서는문항수과 다로인한측정오차의과다추정을줄이고구성개념의대성을높이기위해각연구변인의하위차 원별평균값척도를이용하였다에제시한확인적요인분석결과를보면측정모형의적 합도의경우로나타났다와 값이이상의값을보이며는이하의값으로나타나모든지값이기준을충 족하는결과를보이고있음을알수있다이에측정모형의적합도가구조모형분석을위한적합한 수준임을확인하고집중타당성판별타당성법칙타당성을아래와같이검증하였다 확인적요인분석개념신뢰도 연구변인관측변인준적재값값개념신뢰도집중타탕성여부과정적무형적보상공정성무형적보상결과적유형적보상공정성유형적보상고객고객만족만족고객만족고객구전의도평가재방문의도 집중타당성 잠재변인을측정하는관측변인들의일치성정도즉구성개념이얼마나잘측정되었는가를확인 하기위한집중타당성검정을위해집중타당성지인준적재값개념신뢰도및 값을중 심으로살펴보았다먼저측정항목의준적재값의경우기준치인이상의값이며값 또한모두이상으로유의한수준을보이고있다개념신뢰도값은모든변인들이 사이의값으로기준값인이상을넘는것으로나타났다또한값의경우에도 사이의값으로나타나모두기준치인 이상의값을상회하였다이는구성개념의 Copyright 2016 HSST 259

6 집중타당성을지인준적재값값개념신뢰도값들이모두양호한수준값을보이고있어측정모형의구성개념집중타당성이있는것을확인하였다 판별타당성 집중타당성확인후서로독립된잠재변인간의차이정도를파악하기위한판별타당성검증을실시하였다이를위해잠재변인의값이잠재변인간상관계수의제곱값을비교한결과각각의값이상관계수의제곱의값보다큰것으로나타나연구변인간의구성개념이각기다른차원으로구성되었음을확인하는판별타당성이검증되었다 및상관분석의제곱값비교 연구변인 Φ Φ 판별타당성여부무형적보상유형적보상무형적보상고객만족무형적보상고객평가유형적보상고객만족유형적보상고객평가고객만족고객평가법칙타당성 연구변인간의관계성과방향성을확인하는법칙타당성검증을위해상관관계를실시한결과각연구변인간의관계는정적으로유의한관계가있음을확인하였다이는연구변인간의적절한상관성과방향성이예측한바와같이일치하고있음을나타낸것으로법칙타당성이확보되었다 상관관계분석 연구변인 무형적보상 유형적보상 고객만족 고객평가 무형적보상유형적보상고객만족고객평가 ** P < 0.01 이상의분석결과를요약하면구조방정식구축을위해사용하는각연구변인의측정항목들이 신뢰도집중타당성판별타당성및법칙타당성을위한모두지값의기준치를충족하고통계적 으로도유의한것으로나타나이들측정항목들을사용하여구조방정식모형을검증하는것은적절 260 Copyright 2016 HSST

7 Vol.6, No.9, September (2016) 한것으로판단된다 연구모형검증 앞서신뢰도및타당성이확보된측정항목을사용하여구조모형을측정하였다 에제시된 연구모형검증결과 으로나타났 다모든적합도지수가양호한수준으로기준값을충족하는것으로나타나본연구모형을토대 로실시하는경로관계검증결과는신뢰할만한수준임을확인하였다이에본연구모형을그대로 사용하여각변인간의경로관계를가설을중심으로검증하였다 연구모형적합도 연구모형적합도 연구가설검증 본연구는네일서비스실패상황에서이용고객이지각한무형적보상유형적보상고객만족과고객평가간의구조관계검증을위해가설을설정하고이들경로관계를분석하였다연구가설을중심으로분석한경로관계분석결과는다음과같다그림 관계연구모형에관한공분산구조분석결과 가설경로경로계수준오차값채택여부가설무형적보상고객만족유형적보상고객만족가설무형적보상고객평가유형적보상고객평가가설고객만족고객평가 Copyright 2016 HSST 261

8 그림 연구변인간의구조관계분석 첫째유무형적보상이고객만족에영향을미칠것으로가정한가설의분석결과서비스회복노력중유형적보상과무형적보상모두고객만족에유의한영향을미치는것으로나타났다먼저무형적보상과고객만족간의관계를보면경로계수값은로서통계적으로유의미하였다따라서무형적보상이고객만족에긍정적인영향을미치는것으로나타나연구가설은채택되었다이와함께유형적보상과고객만족과의관계또한경로계수는값은로통계적으로유의적인것으로나타나유형적보상이고객만족에영향을미칠것이라는가설도채택되었다이는서비스불만발생시서비스과정에서지각한공정성정도에따라네일서비스이용고객의만족도가달라진다는것을의미하는것으로무형적보상이고객만족의중요한영향변수임을알수있다이처럼유무형적보상을높게지각할수록고객만족도또한높아진다는연구결과는유무형의보상에대한고객만족도에관한선행연구들과일치하는것으로서비스실패가발생하더라도유형적보상과무형적보상이적절하게이루어진경우네일서비스를이용하는고객들의만족도가향상될수있음을알수있다둘째서비스회복의유무형적보상은고객평가에미치는영향을검증한결과무형적유형의보상이재방문의사와구전의도와같은고객평가에유의미한영향을갖는것으로나타나가설은채택되었다경로계수값반면에유형적보상의경우고객평가에미치는영향이통계적으로유의하지않아가설는기각되었다고객평가에영향을주는변인이유형적보상이아닌무형적보상으로나타난본연구결과는고객의재방문의사와구전의도가무형적보상에의해영향을받고있음을확인하는결과이다이같은결과는고객의재방문의도와구전의도가절차적공정성과상호작용공정성과같이무형적보상과고객행동의도와관련있음을밝힌선행연구들과도맥락을같이한다셋째네일서비스를이용하는고객만족이고객평가에영향을미칠것으로가정한가설은통계적으로유의미한관계가있는것으로나타나가설은채택되었다경로계수값이는서비스회복노력에의한고객만족이긍정적일수록재방문의도에긍정적인영향을갖는것으 262 Copyright 2016 HSST

9 Vol.6, No.9, September (2016) 로보고한신서영와이민재그리고진사용의연구결과와일치하는것으로서비스회복노 력에대해만족할수록고객의재방문의도및구전의도와같은긍정적인고객평가가높아진다는것 을의미한다 가설 총효과간접효과및직접효과경로총효과직접효과간접효과채택여부무형적보상고객만족고객평가유형적보상고객만족고객평가수준에서유의수준에서유의 마지막으로유무형적보상이고객평가간의관계에서고객만족의매개효과확인을위한가설의검증을위해의검증법을이용하였다먼저가설인유형적보상과고객평가간의관계에서고객만족의매개효과를검증한결과고객만족이유형적보상과고객평가간의관계를수준에서완전매개하고있는것으로나타났다유형적보상은직접적으로고객평가에영향을주지않고고객만족을매개하여고객평가를간접적으로향상시키는것으로나타난이같은결과는서비스실패상황에서유형적보상을받았더라도고객만족을경험했을때이용고객의재방문의도와구전의도와같은고객평가가향상되는것을의미한다이는고객만족이서비스실패로인한불편상황으로인해금전적형태의유형적보상이이루어지더라도긍정적인고객평가를이끌어내는주요변인임을확인한것이다다음으로무형적보상과고객평가간의관계에서고객만족의매개효과를검증한의분석결과고객만족이무형적보상과고객평가간의관계를수준에서부분매개하고있는것으로나타났다이는직원의신속한대처와예의바른대응과같은무형의서비스회복이고객평가에직접적인영향을주는동시에고객만족을통해서도간접적인영향력을주고있음을보여준다따라서무형의보상이고객만족과고객평가를향상시키는영향력있는변인임과동시에무형의보상또한고객만족을통해고객평가가달라지는매개효과가있음이확인되었다 연구결론및제언 본연구는네일서비스를이용하는고객이지각하는서비스공정성의하위속성고객만족에영향 을미치는영향을알아보고고객만족이고객평가에미치는과정을규명하고자하였다연구결과를 요약하면다음과같다첫째서비스실패상황에서네일서비스업체가제공하는유무형적보상은 고객만족에유의한영향을미치는것으로나타났다이는서비스실패로인한서비스불만이발생 하게되더라도회복과정에서제공되는서비스회복노력에따라고객만족도로이어질수있음을의 미한다이같은결과는네일서비스업체가서비스실패로인한고객불편상황에서금적적인할 인보상무료이용권과같은유형적보상과함께직원들의유연한대처신속한절차와최선의 Copyright 2016 HSST 263

10 노력그리고충분한사과와정중한태도등과같은무형적보상으로고객만족을유도할수있는여러노력을병행해야함을시사한다둘째네일서비스업체가제공하는무형적보상이재방문의 도와구전의도와같은고객평가에직접적인영향을미치는것으로나타났다이는네일서비스업 체는서비스전달과정에서고객입장에서배려하는서비스회복노력이무엇보다중요함을알수있 다따라서네일서비스업체는서비스불만이발생했더라도서비스회복을위해고객입장에서서 문제를해결하려는노력과배려그리고친절한태도가무엇보다중요하다는것을인지하고직접접 촉하는종사원들의교육을통해서비스불만상황에서고객을대하는태도와처리에대한효율적 인대응력을갖도록하는서비스실패상황에대비한충분한사전교육이선행되어야할것이다 셋째네일서비스업체의고객만족은고객평가에유의미한영향력이있는것으로나타났다이는 불만족한고객이서비스회복을통해만족하게되는경우해당업체에대한긍정적평가로인해 오히려고객충성도가높아질가능성이크다는것을시사한다따라서네일서비스업체는서비스 실패상황을고객충성도확보를위한기회로삼기위해실패가발생했을때기존고객의호의적 구전과유지를지속시키기위해적극적인유무형의보상을통한고객만족을향상시키는회복전략 을적극적으로모색해야할것이다넷째네일서비스업체가제공하는유무형적보상과고객평 가간의관계에서고객만족이매개역할을하고있는것으로확인되었다먼저고객만족이유형적 보상과고객평가간의관계에서완전매개역할을하고있는것으로나타난결과에서알수있듯이 서비스회복을위해금전적형태의유형적보상이이루어지더라도고객만족을통해서만이긍정적 인고객평가를이끌어낼수있음을알수있다따라서네일서비스업체는고객만족이고객충성 도를통해지속적인이윤창출을가능하게하는중요한선행요건임을인지하고서비스실패상황 에서금전적보상을통한서비스회복노력이실질적으로고객만족과연결될수있는효과적인마케팅전략개발에집중해야할것이다이와함께무형적보상과고객평가간의관계에서고객만 족은부분매개역할을하는것으로나타났다이는직원의신속한대처와예의바른대응과같은무 형의서비스회복이고객평가에직접적인영향을주는동시에고객만족을통해서도간접적인영향 력을주고있음을보여준다이러한결과는서비스실패상황에서서비스회복을위한업체의다 각적인무형의보상즉절차상의회복노력과교감을통한서비스회복이고객충성도를높일뿐만 아니라이를통해형성된고객만족또한고객충성도를높인다는것을보여준다 본연구의결과를통해네일서비스업체가서비스실패상황에서고객이탈을방지하고오히려 긍정적인고객평가를통한충성도를높이기위해서는유무형적보상과같은회복노력이실질적인 고객만족으로이어질수있는체계적인서비스회복시스템을구축할필요가있음을시사한다본 연구는네일서비스업체의고객평가를위한선행변인을확인하고각변인간의경로관계를검증 했다는데그의의가있다그러나본연구는네일서비스를이용하는고객을대상으로편의집 한것으로그연구를모든연령직업별지역별점포유형별로일반화하는데한계가있다따라 서고객의인구통계적특성네일서비스의점포형태지역별차이를고려한비교 필요할것으로본다 분석연구가 264 Copyright 2016 HSST

11 Vol.6, No.9, September (2016) References [1] Korea Health Industry Development Institute, Nail and makeup industry advancement plan (2009). p.23. [2] S. S. Lee, and S. S. Lee, H. J. Kim, Evaluation of Service Quality Factors on the Nailcare Shop, Journal of the Korean Fashion & Costume Design Association, (2009), vol.11. no3, pp [3] K. M. Hue, Effect relation between quality of service, value, satisfaction and action intention that selection attribute of hotel banquet hall is felt, (2007), Gyeong-ju University Master's. p. 31. [4] J. S. Kim, The Effect of Service Recovery Fairness on Customer Satisfaction and Behavioral Intent - Centering on cosmetology, Kyung-nam University, (2007), Master's, pp [5] E. J. Seon, A study on the effect of service recovery on consumers repurchasing intentions, (2010), Kyung-hee University, Master's, pp [6] Y. H. Kim, and M. E. Bae, The Effects of Perceived Justice on Store Loyalty in the Department Stores Service Recovery, Korean journal of food marketing economics, (2005), Vol.10 No.3, pp, [7] J. S. Kim, S. Jeong, Restaurants restore fairness perception of the service failure influence on the quality of the relationship, and loyalty : Targeting the Chinese visitors in Korea, (2007), Kyonggi University, doctoral thesis, pp [8] E. J. Son, A study on the effect of service recovery on consumers repurchasing intentions, (2010), Kyunghee University Master's. pp [9] Y. H. Kim, and M. O. Bae, The Effects of Perceived Justice in Service Recovery : Based on Department Stores. Distribution Research, Vol.10. pp [10] H. J. Ohe, The impact of perceived fairness and emotional reaction according to service failure of food and beverage in hotel influence service recovery, Sejong University doctoral thesis, (2010), p. 24. [11] S. H. Hhe, and C. S. Yun, The Study of Structural Relationship among the Customers' Service Recovery of Complaint and After Behavioral Intention in the Service Industry, Asia-Pacific Journal of Business Venturing and Entrepreneurship, (2014), Vol.9 No.1 pp [12] M. J. Lee, The Effects of Service Recovery Procedure on Customer Satisfaction and Customer Loyalty in the Foodservice Industry : Focusing on the Region of Daejeon, Pai Chai University Master's Thesis, (2009), pp [13] S. Y. Jin, S. Y. Jin. The Impacts of Service Recovery on Customer Satisfaction and Revisit Intention under the Hotel Service failure: Case study of Southwest area hotel, Kyung Hee University, Master's Thesis, (2012), pp Copyright 2016 HSST 265

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