프랜차이즈 헤어살롱의 브랜드이미지와 서비스 스케이프가 고객구매의도 및 재방문의도에 미치는 영향 = Effects of Brand Image and Servicescape on Customer Purchase Intention and Repurchase Intention in Franchise Hair Salon

다국어 초록 (Multilingual Abstract)

The beauty salon industry has changed from its traditional values and
unified beauty in the past to the means of expressing itself in the modern age.
The most significant change in the hair salon industry has been the
introduction of the franchise system.
Franchise beauty salons require expertise and reliability, including various
concepts, symbols and logos, regardless of size. This can be called brand
image. Customers have a variety of ideas about the company and brand, and
thoughts about brand image are the determining factors of the purchase. In
addition, there is a growing interest in the service landscape, which is a
physical environment that is influencing consumers' purchasing behavior.
Especially, in the beauty salon business, it is difficult to compete with the
same industry with leveled technology, and the environment factors are being
changed by differentiation, improvement and diversification. Despite these
changes, research on brand image and service landscape in hair salons is still
insufficient. The purpose of this study is to understand the effect of brand
image and service environment of franchise hair salon on customer's purchase
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intention and revisit and to provide the theoretical knowledge and basic data
to increase the profit of hair salon companies and employees.
For the study, we set up the customers who are currently using hair
salons in Seoul area. The data collection method was the self - filling
questionnaire method, and 490 parts were finally used as the analysis data.
SPSS v. 21.0 Statistical package program was used to analyze the frequency
analysis, crosstab analysis, descriptive statistics, t-test and one-way ANOVA,
correlation analysis, and regression analysis.
The results of the analysis are as follows.
First, as a result of sub - factor test for brand image, factors of 'symbolic
image' and 'functional image' were derived as sub - factors of brand image,
and sub - factors of service landscape were 'appropriateness',' aesthetic ',' ,
'Convenience' and 'customer convenience' were found as a single dimension.
Second, brand image influenced customer purchase intention. The symbolic
image and functional image, which are sub - variables of brand image, have
higher intention of purchasing customers as the symbolic image and function
image are higher.
Third. The effect of 'functional image' has a greater influence on
purchasing intention and revisit of 'symbolic image' and 'functional image'.
Fourth, service areas of franchise hair salons affected customer purchase
intention. The results of this study suggest that appropriateness, aesthetics,
and convenience have a significant impact on the customer 's intention to
purchase, except for cleanliness.
Fifth, multiple regression analyzes were conducted to examine the effects of
appropriateness, aesthetics, cleanliness and convenience subcategories of
franchise beauty services on revisit intentions. Convenience has the greatest
influence among the four sub-factors.
Sixth. The customer intention of the franchise hair salon showed a
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significant relationship with the intention to revisit. If customers' purchase
intentions were high, the revisit inquiry was also high.
In sum, the brand image and service landscape of the franchise hair salon
have a significant effect on the purchase intention and revisit intention of the
franchise hair salon. If the symbolic image and functional image, which are
the sub-factors of brand image, are good, the purchase of the customer and
revisit intention are increased.
Apart from cleanliness, appropriateness, aesthetics, and convenience affect
customer purchase intentions in the service category subcategories, and all
factors have impacted on repeat intentions.
Through this study, it will be recognized that franchise hair salon
managers and companies should realize the importance of managing the
reputation or reputation of the brand and actively manage it to give positive
perceptions to customers through services, products and store environment. In
addition, through service landscape, fulfilling customer expectations and
realizing customer satisfaction will lead to not only purchasing behavior but
also revisit. Therefore, it helps service manager and beauty company to
establish physical environment of hair salon to increase competitiveness and
increase sales

국문 초록 (Abstract)

프랜차이즈 헤어살롱의 브랜드이미지와 서비스 스케이프가
고객구매의도와 재방문의도에 미치는 영향 연구
헤어살롱 산업은 과거의 전통적인 가치관과 획일적인 미에서 현대에서
는 자기를 표현하는 수단으로 변모되어 왔다. 시대가 변모함에 따라 서비
스라는 개념이 도입 되었고, 고객 니즈를 파악하여 그에 맞는 서비스를
제공하며, 새로운 상품을 개발하는 거대한 산업이 형성되었다. 헤어살롱
산업에서 가장 획기적인 변화는 프랜차이즈 시스템의 도입부터 시작되었
다고 할 수 있다 이러한 시스템을 도입한 프랜차이즈 헤어살롱들은 규모
와 관계없이 서로 다른 컨셉, 심볼, 로고 등의 전문성과 신뢰도가 필요하
다. 이는 브랜드 이미지라고 할 수 있다. 고객들은 기업이나 브랜드에 대
하여 다양한 생각을 가지고 있으며, 브랜드 이미지에 대한 생각들은 구매
를 결정짓는 요소가 된다. 또한, 소비자들의 구매 행동에 영향을 끼치는
요소로 대두되고 있는 물리적 환경인 서비스 스케이프에 대해서도 관심이
커지고 있으며, 특히나 헤어살롱업에서는 이미 평준화된 기술만으로 동종
업종들과 경쟁하기 어려워지면서 차별화, 고급화 및 다양화를 위해 환경
적인 요소에 변화를 주고 있다. 이러한 변화에도 불구하고 아직 헤어살롱
에서의 브랜드 이미지와 서비스 스케이프 관련 연구가 미흡한 실정이다.
이에 본 연구에서는 프랜차이즈 헤어살롱의 브랜드 이미지와 서비스
스케이프가 고객 구매의도 및 재방문의도에 미치는 영향을 파악하고, 헤
어살롱 기업과 종사자들의 이익 증대를 위한 이론적 지식과 실무에 적용
가능한 기초 자료를 제공하고자 한다.
본 연구를 위하여 서울지역을 중심으로 현재 헤어살롱을 이용하고 있
는 고객을 대상으로 설정하였고, 자료 수집방법으로는 자기기입식 설문지
법이 사용되었으며, 490부가 최종적으로 분석자료로 사용되었다. SPSS v.
21.0 통계 패키지 프로그램을 활용하여 분석하여, 빈도분석, 교차분석 요
인분석, 기술통계분석, t-test 및 일원변량분석, 상관관계분석, 회귀분석을
실시하였다.
분석된 연구결과는 다음과 같다.
첫째. 브랜드 이미지에 대한 하위요인 검증 결과, 브랜드 이미지의 하
위 요인으로는 ‘상징적 이미지’ 요인과 ‘기능적 이미지’ 요인이 도출되었
고, 서비스 스케이프의 하위 요인으로는 ‘적정성’, ‘심미성’, ‘청결성’, ‘편리
성’의 네 가지 요인이 도출되었으며, 고객 구매의도와 재방문의도는 단일
차원으로 나타났다.
둘째. 브랜드 이미지는 고객 구매의도에 영향을 미치는 것으로 나타났
다. 브랜드 이미지의 하위 변수인, 상징적 이미지와 기능적 이미지에 대하
여, 상징적 이미지와 기능적 이미지가 높아지면, 고객 구매의도가 높아짐
을 알 수 있었다.
셋째. 브랜드 이미지의 하위요인인 ‘상징적 이미지’와 ‘기능적 이미지’
재방문의도에 영향을 미치는 것으로 나타났으며, 두 요인 가운데 ‘기능적
이미지’가 고객 구매의도와 재방문의도에 상대적으로 더 큰 영향을 주는
것으로 나타났다.
넷째. 프랜차이즈 헤어살롱의 서비스 스케이프는 고객 구매의도에 영
향을 주는 것으로 나타났다. 서비스 스케이프의 하위요인들인 적정성, 심
미성, 청결성, 편리성 중에서 청결성을 제외한. 적정성, 심미성, 편리성이
고객 구매의도에 유의한 영향을 주는 것으로 나타났다.
다섯째. 프랜차이즈 헤어살롱의 서비스 스케이프의 하위요인 적정성,
심미성, 청결성, 편리성이 재방문 의도에 미치는 영향을 알아보기 위하여
다중회귀분석을 한 결과, 긍정적인 영향을 미치는 것으로 나타났다. 네 가
지의 하위요인들 중에서 편리성이 재방문 의도에 가장 큰 영향을 주는 것
으로 나타났다.
여섯째. 프랜차이즈 헤어살롱의 고객 구매의도는 재방문 의도에 유의
한 관계가 있는 것으로 나타났다. 고객의 구매의도가 높으면, 재방문의도
또한 높게 나타났다.
위 내용을 종합해볼 때, 프랜차이즈 헤어살롱의 브랜드 이미지와 서비
스 스케이프는 고객 구매의도와 재구매의도에 유의한 영향을 미치는 것으
로 알 수 있다. 브랜드 이미지의 하위요인 상징적 이미지와 기능적 이미
지가 좋으면 고객 구매의도와 재방문의도가 높아지며 서비스 스케이프의
하위요인들 중 청결성을 제외한 적정성, 심미성, 편리성이 고객 구매의도
에 영향을 미쳤지만 서비스 스케이프에 따른 재방문의도에서는 모든 요인
이 재방문의도에 영향을 미쳤다.
본 연구를 통하여 프랜차이즈 헤어살롱 관리자와 관련 미용 기업에 브
랜드의 평판 혹은 명성에 대한 관리의 중요성을 알려주며 서비스, 제품,
점포환경 등을 통해 고객에게 긍정적인 인식을 줄 수 있도록 적극적인 관
리를 해야 함을 인식시켜줄 것이다. 또한, 서비스 스케이프를 통해서 고객
의 기대에 부응하고 고객만족을 실현시키면 구매행동 뿐만 아니라 재방문
의도에까지 이어지므로 서비스 관리자와 미용기업에 헤어살롱의 물리적인
환경 구축을 도와 경쟁력 제고와 매출 증대에 효과적일 것이라 판단된다.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································ 1
• 1. 연구의 필요성 및 목적 ··························································1
• Ⅱ. 이론적 배경 ··································································5
• 1. 프랜차이즈 ·········································································5
• 1) 프랜차이즈 시스템의 개념 ··················································5
• 2) 프랜차이즈 헤어살롱 ·························································6
• 2. 브랜드 이미지 ····································································8
• 1) 기능적 이미지 ································································12
• 2) 상징적 이미지 ································································12
• 3. 서비스 스케이프 ·································································14
• 1) 서비스 스케이프 의미 ·······················································14
• 2) 서비스 스케이프 구성요소 ·················································16
• 4. 고객 구매의도 ····································································18
• 5. 재방문의도 ········································································19
• Ⅲ 연구방법 ······································································· 21
• 1. 연구모형 및 연구문제·························································· 21
• 1) 연구모형 ········································································21
• 2) 연구가설 ········································································22
• 2. 연구방법 및 분석방법 ························································· 28
• 1) 연구방법 ·······································································28
• - ii -
• 2) 자료의 분석방법 ···························································29
• 3. 측정도구 ········································································ 30
• Ⅳ. 분석 결과 ····································································32
• 1. 조사대상자의 일반적 특성 ····················································32
• 1) 인구 통계적 특성 ····························································32
• 2) 헤어살롱 이용 특성 ·························································34
• 2. 측정도구의 신뢰도 및 타당성 검증 ········································39
• 1) 브랜드 이미지에 대한 타당성 및 신뢰도 검증 ·······················40
• 2) 서비스 스케이프에 대한 타당성 및 신뢰도 검증 ····················41
• 3) 고객 구매 의도에 대한 타당성 및 신뢰도 검증 ·····················43
• 4) 재방문 의도에 대한 타당성 및 신뢰도 검증 ························44
• 3. 기술 통계적 분석 ·······························································45
• 1) 브랜드 이미지 ·································································45
• 2) 서비스 스케이프 ······························································48
• 3) 고객 구매 의도 ·······························································51
• 4) 재방문 의도 ····································································53
• 4. 가설검증 ··········································································55
• Ⅴ. 결론 ··············································································65
• 참고문헌 ·············································································69
• 부록<설문지> ····································································79
• - iii -
• ABSTRACT ······································································85
• 감사의 글 ···········································································88