이용실의 이용실태에 따른 감각 마케팅과 고객만족도

장성혁(Seng-Hyek Jang),진용미(Yong-Mi Jin) 한국인체미용예술학회 2016 한국인체미용예술학회지 Vol.17 No.2

With male interest in external appearance increasing, the purpose of this study is to provide basic data that will help to optimize customer satisfaction and develop marketing strategies for barber shops by utilizing sense marketing through the identification of the difference between sense marketing and customer satisfaction following the current status of barber shops. As for the data collection, the study targets men who reside in Daejeon, Chungcheongnam-do. The measurement tool was comprised of demographic characteristics, the current status of the barber shop, sense marketing and customer satisfaction. A total of 299 survey questionnaires were analyzed by SPSS 21.0. Key implications drawn from the ensuing results and conclusion are as follows. It is necessary to re-examine all that the customers touch during their time in a barber shop. It was demonstrated that an attitude of providing information on the use of the barber shop and hair is necessary so that those customers whose visit cycle to a barber shop tends to be long can approach it with greater familiarity. In other words, customers who use barber shops can recognize the barber shop as a shop with a high level of specialty. Likewise, it is necessary to factor in elements that can convey a professional image both internally and externally. Thus, it is necessary to make an effort to justify fee increases by increasing the breadth of the basic services or by making a menu that enables customers to select freely instead of merely increasing fees. To transform the awareness that the barber shop-specific services are being provided correctly, it is necessary to prevent customer departure to beauty salons by emphasizing that the services are those offered exclusively by the barber shop, differentiating it from beauty salons.

한·중 미용 프랜차이즈시스템에 관한 연구 - 한국의 ‘이가자헤어비스’와 중국의 ‘SHENMEI’를 중심으로 -

장성혁 ( Seng-hyek Jang ),장만국 ( Man-kuk Jang ) 한국미용예술경영학회 2015 미용예술경영연구 Vol.9 No.3

This study first looks into beauty franchise systems of Korea and China and in order to offer these localization and differentiation strategies that the Korean beauty franchise may need for their entrance to China, the study makes an overall approach to LEEKAJA HAIRBIS, which is the most popular Korean beauty brand of all the other Korean beauty franchise companies that had been introduced to China, and SHENMEI, the most famous beauty franchise in China, as focusing on the brands’ successful stories, similarities, differences and others in a context of social phenomenons. The study reviews references and other materials on the Internet for the investigation and analysis and in the end, after improving understanding on marketing strategies that would help the Korean beauty franchise to gain attention from local consumers in China, the study comes up with objective basic references which Korean beauty franchise companies would find useful when they try to go into the Chinese market in the future. According to the findings of the investigation, customer-centered customer satisfaction, brand-promoting marketing activities, educational programs for cultivating competent employees and others were introduced as the common success factors of LEEKAJAHAIRBIS and SHENMEI and regarding what the Korean beauty franchise would need to do, the study confirmed that they must figure out how to secure affiliated stores, how to train local Chinese for successful localization of human resources and how to dominate niche markets in China. Add to that, the study suggests that targeting the niche markets would be one of the most effective ways for the Korean beauty franchise to enjoy long-term success and in short, the study argues that the Korean beauty franchise needs to find strategies for popularization of their brands. After all, in order to achieve all those goals, the Korean beauty franchise must do their best on prior preparation as thoroughly examining markets, commercial areas, customers and others in China and not only that, they will also need strategies that would help them with localization.

맞춤가발 이용실태에 따른 서비스품질과 고객만족도 차이

장성혁 ( Seng-hyek Jang ),진용미 ( Yong-mi Jin ) 한국미용학회 2016 한국미용학회지 Vol.22 No.5

The purpose of this study was to provide basic data for maximizing customer satisfaction based on service quality and mapping out marketing strategy in wig stores by examining difference in service quality and customer satisfaction based on current use status of custom wigs among those purchasing wigs from wig stores. Data were collected from men residing in Seoul, Daejeon, and Chungcheongnam-do. Measuring tools consisted of demographic characteristics, current use status of custom wigs, service quality, and customer satisfaction. A total of 303 questionnaires were analyzed using SPSS 21.0. The following improvements can presented based on the results and conclusion of the analysis. who pay more attention to hair style among other elements of outward appearance, tended to be more sensitive to stylists`` skill and professionalism. Hence, hair style as natural as real hair style needs to be designed and created with a focus on head shape, hair density, hair thickness, hair stream direction, etc., of customers, as well as cut skill incorporated into products. The following recommendation can be made for succeeding studies, along with limitation of this study. This study has limitation in generalization because the subjects were limited to those wearing custom wings in Seoul, Daejeon, and Chungcheongnamdo. Scope of region needs to be expanded to ensure objectivity of sample designing for research in the period ahead. Moreover, succeeding studies would need to compared and analyze various aspects of fashion wigs.

맞춤(탈모) 가발의 착용 태도가 삶의 질과 재이용의도 및 구전의도에 관한 연구

장성혁 ( Seng Hyek Jang ),김선혜 ( Seon Hye Kim ),진용미 ( Yong Mi Jin ) 한국미용학회 2013 한국미용학회지 Vol.19 No.2

The purpose of this study is to increase satisfaction level when wearing a wig and to present the direction for the wig industry by examining the effect of the attitude of wearing customized wig on the quality of life and on the intention to purchase again and intention to spread word of mouth. As for the study method, survey was used to conduct frequency analysis, factor analysis, confidence analysis and regression analysis. The results are as follows. As for the study subjects, share of the married men in their 50s who graduated from high school was high. As for the monthly income, share of the self-employed making at least 1 Million Won to 2 Million Won or less was high. As for the levels of attitude towards wearing customized wig, they were five factors, while quality of life was classified into three factors. When the effect of the attitude when wearing customized wig on the quality of life was examined, it was demonstrated that there is statistically significant effect. Moreover, it is possible to know that there is significant effect on the intention to purchase again and intention to spread word of mouth. To this, wig`s cut should be harmonious with the hair in order to increase satisfaction level when wearing a customized wig. To develop ways to attach the wig easier and to develop product that is easy to handle, wig company has to conduct diverse researches. This customized wig is expected to increase confidence level of those wearing wig and to ensure willing and future oriented quality of life. Hopefully, diverse researches will be carried out on the realities of fashion wig and satisfaction level before and after wearing wig going forth.

대충 매체를 통한 여자 연예인 헤어스타일 연구

김선혜 ( Sun-hye Kim ),장성혁 ( Seng-hyek Jang ),진용미 ( Yong-mi Jin ) 한국미용예술경영학회 2012 미용예술경영연구 Vol.6 No.1

In recent years, with the rapid changes of technology life style makes it possible to share same information at the same time individually also makes it possible for people to build their own space to express their notion to others, with the development of the Internet, female celebrities' outfit in movie, advertisement and drama has started to influence people's style, people now have more selections for making their appearance, this phenomenon has settled as trend, according to it, this study aims to analyse accupying fashion image and women’s favorite hair style among female celebrities. This study focuses on selecting the most familier seven images within public and sampling female celebrities having different images to investigate in the study, also international academic journals, fashion magazines, online informations is used as research resources, with the researching for the relationship celebrities hair style by categorizing fashion style images, It has found that not only public creates their own style with desire for imitating celebrities as the media develops but also the style public adopting must satisfy aesthetic consciousness and value people holding in society, the further studies for delivering service to satisfy customers' desired style not only for styling their hair from medea is required

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.