미용실 특성이 고객만족도와 충성도에 미치는 영향 - 성별 비교 -

어경선 ( Kyung-sun Eo ),오별 ( Byul Oh ),진용미 ( Yong-mi Jin ) 한국미용예술경영학회 2013 미용예술경영연구 Vol.7 No.3

This study based on the gender of the subject and a hair salon characteristics affect customer satisfaction and loyalty by looking out what effect through which personal characteristics examined in detail the characteristics and beauty salon in the competitive world to meet each store using the properties Salon two basic materials that can survive is aimed to present. Data collection using the Chungcheong area salon services targeting women the final 485 questionnaires analyzed using SPSS 16,0 statistics program and the results are as follows. First, the demographic characteristics of those surveyed know the results, Vocational school / graduation married a woman of 30 was highest, second, salon characteristics, customer satisfaction, loyalty out the present results on the dimension, Salon 4 Overview of properties which is a 2 Overview of Customer Satisfaction, Loyalty, consisted of a single dimension. Third, according to the gender of the subject and a hair salon characteristics compared to the impact on customer satisfaction and treatment satisfaction results Salon attribute stores the male consumer satisfaction is relatively high, the female consumers appeared, Salon Loyalty characteristics and the impact on customer satisfaction, loyalty, and both results were compared with female consumers were relatively higher than male consumers. In conclusion, a positive service to consumers creating an atmosphere of satisfaction when you finally nopyige to encourage loyalty will be able to suggest the role.

미용실 점포 특성이 신뢰형성에 미치는 영향 - 미용실의 형태와 크기별 비교 -

어경선 ( Kyung-sun Eo ),오별 ( Byul Oh ),박윤정 ( Yun-jeong Park ),최수원 ( Su-won Choi ),양은진 ( Eun-jin Yang ),진용미 ( Yong-mi Jin ) 한국미용예술경영학회 2013 미용예술경영연구 Vol.7 No.3

This study attributes the salon stores any affect on building trust by looking out how through which personal characteristics examined in detail the characteristics and beauty salon competitive properties in the community to meet each store and a hair salon using basic materials that can survive is aimed to present. Data collection using the Chungcheong area salon services targeting women the final 485 questionnaires analyzed using SPSS 16,0 statistics program and the results are as follows. First, find the dimensions of this results in the formation of trust and re- visit / word-of-mouth intention, service satisfaction , environmental satisfaction consisted of a store, the second, and a hair salon in the formation of the trust store properties determine the effect of this result, all relationships were defined . Third, by type of salon , hair salon building trust store properties were compared to the effects of the re- visit / word-of-mouth intention, service satisfaction store environment, both personal satisfaction of the store and a hair salon franchise beauty salon was higher than the relative. Fourth , by size of salon hair salon building trust store properties were compared to the effects of the revisit / word of mouth is also a small hair salon hair salon medium was higher than the relative , service satisfaction , store environment, a small hair salon medium satisfy relatively higher than the large salon. In conclusion, the cosmetic nature of the service industry than in other industries, the importance of human factors are large, substantial transactions in relation to customer satisfaction and loyalty in order to increase the trust-based relationships with customers is the most important factor in the formation and stores environment, atmosphere and positive insight, would be to increase the trust is considered.

성격특성유형에 따른 뷰티관심도와 미용 소비행동 차이

어경선 ( Kyung Sun Eo ),진용미 ( Yong Mi Jin ) 한국미용학회 2016 한국미용학회지 Vol.22 No.3

This study is to suggest basic materials for marketing strategy that can give a dominant position among the intense competition of beauty salons by researching the difference of beauty interest and beauty consuming behaviors according to personality characteristics of consumers. For the study, the survey was done on beauty salon users residing in Chungcheongbuk-do area along with preliminary survey, and the collected 286 copies were used as final analysis materials. The data was used for frequency analysis, factor analysis, reliability analysis, group analysis and variance analysis with the use of SPSS 21.0. The groups based on factors of personality characteristics were divided into three types of self-centeredness, art-importance and others-behaviors, and the three groups showed significant differences in beauty interest and beauty consuming behaviors. This result means that it is very important to observe customers` behaviors and the way of speaking, to understand their personality characteristics through intensive conversation during procedures and to provide customized services based on the above results for successful management of beauty salons. Besides, if beauty salons offer the best follow-up services after providing services, the customers will be loyal to the salons with enhanced customer satisfaction.

헤어전문살롱 및 대형마트에서 모발화장품 구매이유와 차이

박윤정 ( Yun-jeong Park ),최수원 ( Su-won Choi ),어경선 ( Kyung-sun Eo ),양은진 ( Eun-jin Yang ),진용미 ( Yong-mi Jin ) 한국미용예술경영학회 2014 미용예술경영연구 Vol.8 No.1

As living standards of the individual is improved with rapid economic developments, importance of visual image of the individual is being magnified, along with change in consumption pattern of consumers around 2000. Hair is a part representing beauty, called as ‘the second face’, and standard of health. After exploring reasons and difference of consumers’ purchasing hair cosmetics in hair salons and major supermarkets and analyzing patterns of purchasing route according to general features of consumers, this research is to present a direction for developing marketing in the hair cosmetics market based on the analysis. For the purpose, a survey was conducted over male and female respondents in 20s and 30s living in Gyeonggido and Chungcheongbukdo. As a result, respondents put value on ‘cosmetics effect’ as a primary reason for purchase in both hair salons and major supermarkets. Considering general features of consumers, there was a meaningful difference in purchasing reasons by gender, marital status, occupation, and education level in hair salons, while a meaningful difference was found only by occupation in major supermarkets. For viable marketing strategies in the hair cosmetics market, active activities are needed to improve sales by means of development of specialized hair cosmetics and diagnostic apparatus and other tools for scalp and hair. Also, by cheap price and various products, consumers’ selective shopping and reasonable consumption should be induced from major supermarkets.

미용실 종사자의 서비스 매너 요소 인식

홍기향 ( Ki Hyang Hong ),박윤정 ( Yun-jeong Park ),어경선 ( Kyung-sun Eo ),장성혁 ( Seng-hyek Jang ),진용미 ( Yong-mi Jin ) 한국미용예술경영학회 2014 미용예술경영연구 Vol.8 No.1

As service industries are making developments in specialization and concentrated products, consumers are in want of more improved services. In this situation, improved service manners are also called for as equally important. In view of this general interest in improvement of service manners is growing, industrial companies are making much effort to offer more systematic and specialized services to satisfy their customers and clients. This study, first, will compare and analyse hair salon workers’ understanding of the importance of proper service manners and their recognition of the practicing detailed elements in service manners. This study is thereby to provide the workers in hair salon industries with ideas of how to improve the quality of service manners through service manner education. Surveyees have been mostly female singles in their twenties, with high-school education background, though these surveys were unbiased random ones. The workplace of the surveys have been mostly non-franchised large- and medium-sized hair salons, average daily working hours was between ten and twelve. The most common method of salaries for these surveys was the usual type, namely the one which consisted in ‘basic working year level plus incentives.’ Working experience in hair designing was in most cases anywhere from one to four years. As for the elements of manner, this study has had four divisions: management of image, sanitary conditions of the shops, handling of the customers complaints, and general treatment of the customers. When the surveys’ recognition of the importance of those manner elements was compared with their practice, it was found that their actual practice was not quite up to the level of the recognition. This means that even though hair salon workers were acknowledging the importance of manners, the ideas had not been put into practice. It study has found, therefore, improvements of quality in hair salon manners need to be made through more realistic measures in order to be realized in real life situations, rather than through mere conventional educations. This study concludes that only this way will lead the hair salon industry to true quality service developments and to making improved profits. The scope of research in this study has been limited to workers in Seoul and Kyeongki-province area. This study finally suggests for the future studies to have a more broad scope of research area.

모발화장품 관심도에 따른 제품 구매만족도

최수원 ( Su-won Choi ),박윤정 ( Yun-jeong Park ),어경선 ( Kyung-sun Eo ),진용미 ( Yong-mi Jin ),양은진 ( Eun-jin Yang ) 한국미용예술경영학회 2013 미용예술경영연구 Vol.7 No.1

In these days, as our standard of living is improving, our interest in hair care as well as desire for beauty is increased. This keen interest in hair directed to improvement of hair care products, therefore the market of hair care products has been enlarged. The desire of consumers begun to be gentrified, individualized, versatile. These changes of purchase pattern brought lunches of different kinds of haircare products. The types of distribution channel in Korea can be cosmetic stores, door-to-door sales, department stores, convenient stores, major supermarkets, and professional hair salons. The satisfaction in hair products can differ from type to type. This study is conducted surveying people in their 20s and 30s on how they feel about their purchased products whether in hair salons or supermarkets. The purpose of this study is to acknowledge the perception and satisfaction and to give directions of improving the market of hair products in future based on this study.