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A Study on Men's Satisfaction and Intention to Revisit Beauty Shop Service

2007; The Korean Society of Clothing and Textiles; Volume: 31; Issue: 5 Linguagem: Inglês

10.5850/jksct.2007.31.5.826

2234-0793

Yang-Jin Jeon, Ok-Joo Jeon,

Consumer Behavior in Brand Consumption and Identification

The purpose of this study was to identify factors evaluating beauty service and to find determinants of consumer satisfaction and intention to revisit a beauty shop for Korean men aged from 20`s to 40`s. The study was done by survey method. Data of three hundred were collected by on-line survey. Descriptive analyses, factor analyses, Duncan tests, multiple regressions, and path analyses were applied to analyze data. The results were as follows: First, factor analysis produced five factors on men`s beauty service quality. They were store environments and convenience, employee`s skill, service efficiency, store management methods, and service fee. Second, men`s service satisfaction on beauty shop and on beauty shop employee were significantly affected by all the beauty service factors. Third, men`s intention to revisit beauty shop and to revisit beauty shop employee were positively and significantly affected by all the beauty service factors and satisfaction on beauty shop employee. In conclusion, men`s satisfaction and, in turn, intention to revisit beauty service were affected mainly by evaluation on beauty service. To increase customer satisfaction followed by store loyalty, comfortable shop atmosphere and outstanding styling quality service are likely to be most important. Beauty service quality could be perceived in comparing with service fee. Thus, diverse ways of price related promotion would be required to improve beauty service satisfaction.