미용실 소비자의 고객만족도, 고객신뢰도, 충성도의 관계

• Published in: 한국미용학회지 Vol. 30; no. 2; pp. 345 - 355
• Main Authors: 조혜미, Hye-mi Cho, 박은준, Eun-jun Park
• Format: Journal Article
• Language: Korean
• Published: 한국미용학회 30.04.2024
• Subjects: Customer reliability; Customer satisfaction; Loyalty; 미용
• ISSN: 1229-4349
• DOI: 10.52660/JKSC.2024.30.2.345

With the improvement of modern standards and the development of science and technology, the quality of life of consumers is improving and the importance of customer service is being emphasized, and consumers are demanding higher quality services than the price compared to the investment cost. Therefore, this study improved service quality for consumers and studied the relationship between customer satisfaction, customer trust, and loyalty. A total of 500 handwritten questionnaires were distributed to adult men and women and analyzed through SPSS 22.0 program to determine the relationship between customer satisfaction, customer trust, and loyalty of beauty salon consumers. The data and analysis methods are as follows. Frequency analysis was conducted to find out the general information of the survey subjects, factor analysis (principal component analysis, Verimex) and reliability analysis were conducted to determine the validity and reliability of each variable, the impact of customer satisfaction on customer trust and loyalty, and customer Regression analysis was conducted to determine the effect of trust on loyalty. Through this study, the will to study ways to improve service quality and to accumulate and provide data that can be applied in practice was revealed.