Vol.7, No.1, January (2017), pp. 785-795 http://dx.doi.org/10.14257/ajmahs.2017.01.37 뷰티전문가의전문신뢰의사소통능력이고객만족에미치는 영향 피부미용사를중심으로 이은주김정원 요약 본연구는뷰티전문가의전문성과신뢰성의사소통능력이고객만족에어떠한영향을미치는가에대한검증을위하여년월일부터년월일까지대구경북지역에위치한피부관리실을직접방문하여피부관리실고객을대상으로설문조사를실시하였다뷰티전문가의서비스능력을각각의뷰티전문분야로세분화하여전문성신뢰성의사소통능력고객만족으로요인분석을하였고성별연령결혼유무에따른요인의차이를알아보기위해일반적인뷰티서비스능력요인의차이를알아보기위해일원배치분산분석사후검증을위해를실시하였다그리고피부미용사의전문성신뢰성의사소통능력이고객만족에미치는영향력을알아보기위해고객만족요인을종속변수로하고피부미용사의전문성요인을독립변수로하여다중회귀분석을실시하였다분석결과피부관리서비스를받은고객은전문성요인인시술테크닉과신뢰성요인의정직성에족도가높은것으로나타났다핵심어피부미용사전문신뢰의사소통능력고객만족 Abstract To verify how professionalism, reliability, and communication ability of beauty specialists affect customer satisfaction this study visits skin care shop in Daegu and Gyeongsangbuk-do from March 10 2016 to March 20 2016, so conducts a survey targeting customers of beauty shops. Service abilities of beautys specialists are departmentalized into beauty fields, so a factorial analysis is conducted with professionalism, Received (October 28, 2016), Review Result (November 11, 2016) Accepted (November 18, 2016), Published (January 31, 2017) Copyright 2017 HSST 785
reliability, communication ability, and customer satisfaction, and t-test is conducted to examine a difference of factors according to gender, age, and marriage. In addition, one-way ANOVA is conducted to examine a difference of general beauty service ability factors, and Duncan-test is conducted for post-verificationto examine the effect of professionalism, reliability, and communication ability of skin care specialists on customer satisfaction, customer satisfaction factor is set as a dependent variable and professionalism factor of skin care specialists is set as an independent variable, so multiple regression analysis is conducted. As a result of the analysis, procedure technique of professionalism factors and probity of reliability factors of customers with skin care service are high. Keyword: skin care specialists, professionalism, reliability, communication, customer satisfaction 서론 최근뷰티서비스산업은양적인팽창이급격히이루어지면서신규뷰티사업체의시장진입과프랜차이즈사업의확장등으로인하여가격인하인력공급의부재다양한서비스의과다경쟁등으로고객들이분산되면서이미치열한경쟁상태로돌입했다이러한뷰티서비스산업에서경쟁우위를접하고다양한뷰티소비자들의새로운서비스요구를만족시키기위해서는단순한기술력뿐만아니라고객이중심이되는서비스품질향상과함께고객의재방문의도를갖게만드는충성도형성을위한여러가지전략들이요구되고있다따라서본연구에서는고객이기대하고지각하는피부관리전문가의서비스품질을외모개선과관련된전문적인지식및기술그리고신뢰성과그외적인요소인의사소통능력으로설정하고이들의상관관계를통하여고객만족에미치는영향과이들을구성하는요소들이무엇인지알아보고자한다또한피부관리사의전문성과상호교류할수있는의사소통능력이고객만족과의사이에서신뢰와고객혜택에미치는역할을대해검증하여서비스접점피부미용인들에게실무적인지침을제공하고자한다그리고이를통해서피부미용서비스산업의경영진에게는경쟁우위를위한필수요소이자재무성과에긍정적인영향을미칠수있는인적자원관리의새로운패러다임을제시하고자한다 연구문제 연구방법 피부미용사의전문성과고객관계사이에서의신뢰성상호교류할수있는의사소통능력이고객만족에어떠한영향을미치는지에대해검증하여뷰티서비스산업의방향을제시하고자한본연구의구체적인연구문제는다음과같다 피부미용사의전문신뢰의사소통능력고객만족요인을알아본다피부미용사의전문신뢰의사소통능력요인이고객만족에미치는영향을알아본다 786 Copyright 2017 HSST
연구대상및자료수집 Vol.7, No.1, January (2017) 연구대상자는대구경북지역에위치한피부관리실의방문고객이며조사기간은년월일부터년월일이다설문지는총부를배부하였으며회수한부를최종분석자료로사용하였다 자료분석방법 본연구에서프로그램을이용하여수집된자료를분석하였다연구문제를규명하기위하여분석방법으로각점수분포의경향을알아보기위한빈도분석요인분석신뢰도분석기술통계를구하여검정일원배치분산분석를사후검증을위해실시하였다그리고피부미용사의전문성신뢰성의사소통능력이고객만족에미치는영향력을알아보기위해고객만족요인을종속변수로뷰티전문가의전문성요인을독립변수로하여다중회귀분석을실시하였다 연구결과 피부미용사의전문신뢰의사소통능력고객만족요인분석 피부미용사의전문성요인분석피부미용사전문성을분석하기위하여 문항을주성분분석법 을사용하여베리맥스 법에의한직교회전을이용한요인분석을실시하였으며요인수는고유값을기준으로 결정하였다그결과개의특정적인요인으로분석되었으며각요인별특성은다음과같다 피부미용사전문성요인분석 요인요인상담력 요인전문지식 문항피부관리시사용하는제품에대해설명을해준다내가원하는피부관리결과에대한의도를신속히파악한다피부관련질문에대하여이해하기쉽게설명을해준다다양한피부관리프로그램에대해설명해준다피부관리를받고난결과에대한설명을자세히해준다피부타입을정확하고신속하게파악한다내피부타입에알맞은관리를적절히잘하는것같다정보나상식에대한폭넓은이해력을갖추고있다 요인부하량 고유값설명분산 α Copyright 2017 HSST 787
요인관리능숙성요인시술테크닉요인새로운기술 피부에대한전문지식이풍부하다높은지식수준을갖추고있다시술을받을때안정되고편안하게해준다고객을위한전문적인교육을받았다고생각한다관리시돌발사항이나예측못한상황에대한대처능력이있다높은피부관리기술수준을보유하고있다피부관리시술시아프지않고압력이적당하다피부관리시술시간이적당하다피부관리테크닉수준이만족스럽다다양한피부관리테크닉을구사한다보다나은서비스를제공하기위해서새로운기술을개발한다새로운테크닉을창조하거나최신유행테크닉을시술한다내가원하는피부관리를적절하게잘해준다 피부미용사신뢰성요인분석피부미용사신뢰성을분석하기위하여 문항을주성분분석법 을사용하여베리맥스 법에의한직교회전을이용한요인분석을실시하였으며요인수는고유값을기준으로 결정하였다그결과개의특정적인요인으로분석되었으며각요인별특성은다음과같다 피부미용사신뢰성요인분석 요인요인믿음성요인정직성 문항 피부미용사는믿음직스럽다피부미용사는인간적으로믿을수있다피부미용사에게나의몸과얼굴을믿고맡기겠다피부미용사는기술적인문제가발생할가능성이매우낮다피부미용사는나를자기가족처럼생각하고시술할것이다피부미용사는나를속이지않는다피부미용사는내가예약한시간에관리를받도록해준다피부미용사는정직한사람인것같다피부미용사가나에게제안한약속은믿을만하다 요인부하량 고유값 설명분산 α 피부미용사의사소통능력요인분석피부미용사의사소통능력을분석하기위하여 문항을주성분분석법 을사용하여베리맥 스 법에의한직교회전을이용한요인분석을실시하였으며요인수는고유값을기준으 로결정하였다그결과개의특정적인요인으로분석되었으며각요인별특성은다음과같다 788 Copyright 2017 HSST
Vol.7, No.1, January (2017) 피부미용사의사소통능력요인분석 요인요인이해심 요인배려심 문항요인부하량피부미용사는나의생각감정가치관을이해한다피부미용사는내가바라는것이무엇인지안다피부미용사는내가만족할만큼내이야기를관심있게듣는다피부미용사는나를대할때눈치가빠르고섬세하다피부미용사는내게도움이되는것은나를설득하여하게만든다피부미용사는내가말을하지않아도내심정을이해한다파부미용사는내가잘판단할수있도록나를돕는다피부미용사는내가알아야할것들을숨김없이솔직하게말한다피부미용사는화를낼만도한데잘참는다피부미용사는한눈을팔지않고진지하게나를대한다피부미용사는따뜻한사람이다피부미용사는언제나나를배려해준다 고유값설명분산 α 피부미용사고객만족요인분석피부미용사고객만족요인을분석하기위하여 문항을주성분분석법 을사용하여베리맥 스 법에의한직교회전을이용한요인분석을실시하였으며요인수는고유값을기준으 로결정하였다그결과개의특정적인요인으로분석되었으며각요인별특성은다음과같다 피부미용사의고객만족요인분석 요인요인서비스가치요인가격대비 문항피부관리서비스를받은후지불한비용을고려해볼때서비스를받는동안편안했다피부관리서비스가지불비용에비해서질적수준이높다피부미용사를기다린시간은가치가있다내가받는피부관리서비스결과가가치가있다피부관리서비스받은후지불한비용을고려해볼때서비스를받는동안즐거웠다피부미용사의인간적행위는가치가있다 피부관리서비스를받고낸비용은아깝지않다피부관리서비스및기술적비용에만족한다지불한비용에상응한우수한피부관리서비스를제공받았다지불한비용에비해피부관리서비스가가치가있다피부관리서비스에맞게부담없는적절한비용이였다지불한피부관리서비스비용에대해불만이없다 요인부하량고유값 설명분산 α Copyright 2017 HSST 789
진용미는선행연구에서고객만족도요인을인적서비스만족요인과비인적서비스만족요인가격서비스만족요인으로분류하였다본연구의요인과비교해보면인적서비스만족요인은본연구의서비스가치요인과가격서비스만족요인은가격대비요인과같은맥락이라할수있다 피부미용사의전문신뢰의사소통능력고객만족요인이고객만족에미치는영향 피부미용사의전문신뢰의사소통능력요인이고객만족에미치는영향력을알아보기위해고객만족요인을종속변수로피부미용사의전문성요인을독립변수로하여다중회귀분석을실시하였고결과는와같다 피부미용사전문신뢰의사소통능력요인에대한서비스가치만족회귀분석피부미용사전문신뢰의사소통요인에대한서비스가치만족적합도분석 피부미용사전문신뢰의사소통요인에대한서비스가치만족다중회귀분석 β 790 Copyright 2017 HSST
Vol.7, No.1, January (2017) 에의하면피부미용사의전문신뢰의사소통요인에대한서비스가치만족이미치는영향을설명하는로유의수준에서유의한것으로나타났다다중회귀분석결과인에의하면선형모형은종속변수에대한설명력이로나타났다이는통계분석에사용된요인들의약가본회귀선에적합하다는것을의미하며피부미용사의전문성요인중관리능숙성은유의확률로에서통계적으로유의한것으로나타났다종속변수값의변화에영향을미치고관계의방향성도함께지시하는준계수값은각변수들의계수들을준화시킨값으로피부미용사의전문성요인중관리능숙성에대한서비스가치만족의 β값이 β 로나타났다따라서피부미용사의전문성요인중관리능숙성이서비스가치만족에정적인영향을미치는것으로나타났다피부미용사의신뢰성요인에대한서비스가치만족에미치는영향을설명하는으로유의수준에서유의한것으로나타났다다중회귀분석결과인에의하면선형모형은종속변수에대한설명력이로나타났다피부미용사의신뢰성요인중믿음성이유의확률로정직성이유의확률으로에서통계적으로유의한것으로나타났다종속변수에대한독립변수의영향에대한방향성과상대적인정도를의미하는값은믿음성이 β 정직성이 β 로나타났다따라서신뢰성요인중믿음성과정직성이서비스가치만족에정적인영향을미치는것으로나타났다피부미용사의의사소통능력요인에대한서비스가치만족이고객만족에미치는영향을설명하는으로유의수준에서유의한것으로나타났다다중회귀분석결과인에의하면선형모형은종속변수에대한설명력이로나타났다피부미용사의의사소통능력요인인이해심과배려심이각각유의확률으로에서통계적으로유의한것으로나타났 다값은이해심이배려심이로나타났다따라서피부미용사의의사소통능력요인 β β β 인이해심과배려심이서비스가치만족요인에정적인영향을미치는것으로나타났다이러한결과는그림과같이나타낼수있다 Copyright 2017 HSST 791
그림 피부미용사전문신뢰의사소통요인에대한서비스가치만족분석결과 피부미용사전문신뢰의사소통능력요인에대한가격대비만족회귀분석피부미용사의전문신뢰의사소통능력요인에대한가격대비만족적합도분석 전문성요인 신뢰성요인 의사소통능력요인 변산원회귀잔차전체회귀잔차전체회귀잔차전체 제곱합 자유도 평균제곱 유의확률 피부미용사전문신뢰의사소통요인에대한가격대비만족다중회귀분석 독립변인 수정 비준계수 준계수 β 준오차 값 유의확률 전문성요인 상담력전문지식관리능숙성시술테크닉새로운기술 792 Copyright 2017 HSST
Vol.7, No.1, January (2017) 신뢰성요인 의사소통능력요인 믿음성정직성 이해심배려심 에의하면피부미용사의전문성요인에대한가격대비에미치는영향을설명하는로유의수준에서유의한것으로나타났다다중회귀분석결과인에의 하면선형모형은종속변수에대한설명력이로나타났으며 β값은상담력이 β 전문지 식이 β 관리능숙성이시술테크닉이새로운기술이로나타났다따라서전문성요인중관리능숙성이가격대비만족에정적인영향을미치는것으로나타났다 피부미용사의신뢰성요인에대한가격대비만족에미치는영향을설명하는으로유의수준에서유의한것으로나타났다다중회귀분석결과인에의하면선형모형은종속변수에대한설명력이로나타났다피부미용사의신뢰성요인중이해심이유의확률이으로배려심유의확률이로에서통계적으로유의한것으로나타났다종속변수에대한독립변수의영향의방향성과상대적인정도를의미하는 β값은이해심이 β 배려심이 β 로나타났다따라서피부미용사의신뢰성요인중이해심과배려심은가격대비만족에영향을미치는것으로나타났다피부미용사의의사소통능력요인에대한가격대비만족에미치는영향을설명하는로유의수준에서유의한것으로나타났다다중회귀분석결과인에의하면선형모형은종속변수에대한설명력이로나타났다의사소통능력요인인믿음성이유의확률으로에서통계적으로유의한것으로나타났다 β값은믿음성이 β 으로나타났다따라서의사소통능력요인중믿음성이가격대비만족요인에정적인영향을미치는것으로나타났다이러한결과는그림와같이나타낼수있다 그림 피부미용사전문신뢰의사소통요인에대한가격대비만족분석결과 Copyright 2017 HSST 793
결론 첫째피부미용사의전문신뢰의사소통능력고객만족요인을분석한결과피부미용사전문성요인은상담력전문지식관리능숙성시술테크닉새로운기술의다섯가지요인으로나타났고피부미용사의신뢰성요인은믿음성과정직성의두가지로요인으로나타났다그리고피부미용사의의사소통능력요인은이해심과배려심의두가지로요인으로나타났으며피부미용사의고객만족요인은서비스가치와가격대비의두가지의요인으로나타났다둘째피부미용사의전문신뢰의사소통능력요인이고객만족에미치는영향을분석한결과피부미용사의전문성요인중관리능숙성신뢰성요인중믿음성과정직성의사소통능력요인의이해심과배려심이서비스가치만족요인에긍정적인영향을미치는것은나타났다또한피부미용사의전문성요인중관리능숙성신뢰성요인의믿음성과정직성그리고의사소통능력의요인의이해심이가격대비만족요인에긍정적인영향을미치는것으로나타났다이는서비스품질과가치간에물리적환경고객응대상호관계를제외한전문성신뢰성이서비스가치에긍정의영향을미친다는결과를도출한최병숙의연구와박정희의서비스품질중신뢰성은고객만족도에영향을미칠것이다라는가설과도일치한다피부분야의전문신뢰의사소통능력고객만족을비교분석한결과는와같다 뷰티분야별전문신뢰의사소통능력고객만족요인비교분석 요인피부헤어네일전문성요인시술테크닉신뢰성요인정직성정직성기술적인믿음성의사소통능력요인고객만족요인서비스가치 메이크업태도 이상과같은결과를살펴보면전문성신뢰성의사소통능력은고객만족에직간접적인영향을미친다는것을알수있다이는전문적인뷰티지식과숙련된실전기술그리고뷰티전문가를신뢰하여고객자신이지불한대가보다느끼는서비스의편익이켰을때오는가치충족이고객의만족에영향을미친다는것을의미하다그러므로피부미용서비스를이용하는고객의만족도를높이기위해서피부미용사의전문성과고객의신뢰성의사소통능력을향상시키는것이중요하다그리고피부미용전문가로서갖춰야할기술력과전문성을강화하여고객에게체계적인관리서비스와올바른정보를제공해야하며정기적인서비스교육을통한고객들의욕구충족을만족시킬마케팅적인전략도펼쳐야할것이다 794 Copyright 2017 HSST
Vol.7, No.1, January (2017) References [1] Jung-im Hong, A Study on the Effect of Service Quality on Customer Satisfaction and Revisit Intention, -Focusing on beauty industrya- Seokyeong University graduate school Master's thesis (2011) [2] Mi-hui Park, The Structural Relations among Nail Artist's Expertise, Communication Competence, Customer Trust, Procedure Value Gratification, and Customer Satisfaction, Daegu Catholic Graduate School Doctoral Thesis (2016) [3] Seung-ja, Kam, A Study on Majoring Nail Art by Beauty-related Department Students in Daegu Gyeongbuk Province, Kyungil University Design Graduate School Master's thesis (2009) [4] Eun-ju Lee, Study on the Education Conditions of and Student's Satisfaction Beauty-Related Studies in 4-Year Universities in Kyungsang-Do, Kyungil University Design Graduate School Master's thesis (2009) [5] A-young Choi, A Study on the Appearance Management Behavior of Women in Their 10s to 20s, Living in Cebu, Philippines, Kyungil University Design Graduate School Doctoral Thesis (2016) [6] Yun-Jung Hwang, The Effects of Sociocultural Attitudes toward Appearance, Self-Esteem,and Physical Attractiveness Perceptiveness on the Appearance Management Behaviors, Department of Fashion Industry Graduate School, Catholic University of Daegu Doctoral Thesis (2007) [7] Yong-Mi Jin, The Actual Uses of Barbershops or Beauty Salons and the Influence of the Service Quality on Customer Satisfaction and Customer Loyalty Dept. of Beauty and ArtsThe Graduate School of Seokyeong University Doctoral Thesis (2010) [8] Byung-Sook, Choi, An Effect of Beauty Service Quality on Service Value and Customer Satisfaction The Department of cosmetic art The Graduate School of Seo-Kyeong University Master's thesis (2010) [9] Jung-Hee Park, The service quality of the beauty industry A Study on the Impact on the Visit -Focused on Gangwon Area-, Seokyeong University Graduate School of Business Master's thesis (2013) [10] Sun-Min Hwang, The Effects of Hairdresser's Expertise and Communication Skills on Customer Satisfaction Department of FashionIndustry The Graduate School, Catholic University of Daegu Master's thesis (2016) Copyright 2017 HSST 795