뷰티서비스샵의 마케팅믹스 전략이 고객구매 결정요인에 미치는 영향 = Effects of Marketing Mix Strategy of Beauty Service Shop on Customer Purchase Determinants

국문 초록 (Abstract)

본 연구는 현대 뷰티서비스 산업이 기술 중심 구조에서 고객경험 및 마케팅 전략 중심으로 전환되고 있는 흐름 속에서, 뷰티서비스샵이 활용 하는 마케팅믹스 전략(7P’s)이 고객구매 결정요인에 어떠한 영향을 미치 는지 규명하는 데 목적이 있다. 디지털 미디어의 확산과 SNS 기반 시각 적 소통 증가로 소비자들은 단순한 외형적 변화뿐만 아니라 서비스 과정 에서의 경험과 심리적 만족을 중시하고 있으며, 이에 따라 뷰티서비스샵 은 제품, 가격, 인적 서비스, 물리적 환경 등 복합적인 요소를 전략적으 로 운영할 필요성이 증대되고 있다. 본 연구는 부산 지역의 미용 소비자 327명을 대상으로 설문조사를 실시하였으며, SPSS 25.0과 AMOS 25.0을 활용하여 빈도분석, 신뢰도 및 타당도 검증, 상관관계 분석, 구조방정식 모형(SEM) 분석을 수행하였다. 연구 결과, 뷰티서비스샵의 마케팅믹스 요인 중 일부 구성요소는 고객만 족도에 유의한 정(+)의 영향을 미쳤으며, 고객만족도는 재구매의도와 추 천의도 모두에 강력한 영향을 미치는 핵심 매개 변수로 나타났다. 특히 상품(기술력·브랜드 이미지), 가격(시술비·패키지 구성), 뷰티션(전문성· 친절도), 물리적 환경(매장 청결도·공간 구성)은 고객만족을 높이고, 이를 통해 행동의도까지 이어지는 유의한 경로를 보였다. 반면 장소 접근성, 홍보, 서비스 과정 등 일부 요인은 고객만족 또는 행동의도에 미치는 영 향이 상대적으로 낮거나 부분적으로만 유의하여, 뷰티서비스샵의 마케팅 전략이 모든 요소에 균등하게 작용하기보다는 소비자 경험의 질적 요인에 따라 차별적으로 영향을 미친다는 점을 확인할 수 있었다. 이는 고객 이 뷰티서비스를 선택할 때 단순 편의성보다 서비스의 전문성, 신뢰성, 체감되는 품질 등을 더 중시한다는 점을 시사한다. 본 연구는 다양한 업종(헤어, 피부, 네일, 속눈썹, SMP 등)을 포괄한 뷰 티서비스샵 전반의 소비자를 대상으로 분석을 수행하여, 개별 업종에 국 한되지 않는 통합적 마케팅 전략의 기초 자료를 제공한 데 의의가 있다. 또한 고객만족도의 매개효과를 검증함으로써 뷰티서비스 경영자가 서비 스 품질 관리와 고객경험 개선을 통해 재구매와 추천을 유도할 수 있는 실질적 전략 방향을 제시하였다. 이러한 결과는 뷰티서비스샵이 경쟁우 위를 확보하기 위해 기술력 강화뿐만 아니라 시술자 역량 관리, 매장 환 경 개선, 차별화된 고객경험 설계 등을 체계적으로 고려해야 함을 의미 하며, 향후 뷰티서비스 산업의 지속 가능한 성장 전략 수립에 중요한 시 사점을 제공한다.

다국어 초록 (Multilingual Abstract)

This study aims to examine the impact of marketing mix strategies (7P’s) of beauty service shops on customer purchase determinants in the context of a rapidly evolving beauty industry. As digital media, SNS-based visual communication, and consumer interest in self-presentation continue to grow, beauty services have shifted from a technology-centered model to an experience- and marketing-centered service structure. Accordingly, factors such as service quality, emotional satisfaction, staff expertise, and the physical environment have become central to customer expectations and decision-making. To analyze these relationships, a survey was conducted with 327 beauty service consumers in the Busan region, and the collected data were analyzed using SPSS 25.0 and AMOS 25.0, including frequency analysis, reliability and validity testing, correlation analysis, and structural equation modeling (SEM). The results indicate that several marketing mix elements exert a significant positive influence on customer satisfaction, which in turn strongly affects both repurchase intention and recommendation intention. Specifically, product attributes (technical quality and brand image), price policies, beautician expertise and attitude, and physical environment were found to meaningfully enhance customer satisfaction and consequently strengthen behavioral intentions. Conversely, certain factors such as place accessibility, promotion, and parts of the service process demonstrated limited or partial influence, suggesting that consumers prioritize qualitative service factors over convenience-related attributes when selecting beauty services. These findings underscore that beauty service shops need to focus on differentiated customer experiences, skilled service delivery, and environmental quality to secure competitive advantage. This study is significant in that it provides an integrated analysis across various beauty service sectors—including hair, skincare, nails, lash extensions, and scalp micropigmentation—offering practical implications applicable to the broader beauty industry. Furthermore, the verification of satisfaction as a mediating variable offers strategic insight for beauty service managers seeking to enhance customer loyalty through effective service quality management. The results ultimately contribute to establishing sustainable marketing and operational strategies within the beauty service industry.

목차 (Table of Contents)

• Ⅰ. 서 론 ···············································································································1
• 1. 연구의 필요성 및 목적 ···············································································1
• 2. 연구의 구성 ···································································································4
• Ⅱ.이론적 배경 ····································································································5
• 1. 뷰티서비스샵(Beauty Service Shop) ······················································5
• 2. 마케팅믹스(Marketing Mix) ·····································································6
• 3. 마케팅믹스의 구성(Components of the Marketing Mix) ·················· 8
• 4. 마케팅믹스 관련 선행연구 ·······································································13
• 5. 고객구매 결정요인(Purchasing Decision Factor) ······························15
• Ⅲ. 연구 설계 및 조사 방법 ········································································18
• 1. 자료 수집 절차 및 분석 방법 ·································································18
• 2. 연구 모형 ····································································································19
• 3. 연구 가설 설정 ···························································································20
• Ⅳ. 연구 결과 ····································································································23
• 1. 조사대상자의 일반적 특성 ·······································································23
• 2. 뷰티서비스샵 이용실태 ············································································25
• 3. 타당성 및 신뢰도 검증 ·············································································26
• 4. 기술통계적 분석 ························································································39
• 5. 구조모형 및 가설 검증 ·············································································50
• Ⅴ. 결론 ················································································································68
• 1. 연구 결과 요약 및 시사점 ·······································································68
• 2. 연구의 한계점 및 제언 ·············································································71
• 참고문헌 ···········································································································73
• 설문지 ···············································································································81
• Abstract ············································································································87