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남성 웨딩 스타일링 서비스 인식도가 고객만족도 및 추천의도에 미치는 영향
안은주,황일현,김정희 한국미용학회 2017 한국미용학회지 Vol.23 No.6
This study was conducted a survey in the actual usage and preference of men's wedding styling service in beauty industry. The research aimed at 338 males who received wedding-styling services at wedding-styling salons or wedding halls. Total 36 questions were surveyed, including 4 questions about demographic variables, 24 questions about awareness of wedding-styling service and 8 questions about customer satisfaction and intention to recommend. Awareness of men's wedding-styling service had significant influence on customer satisfaction(R²=.293) and intention to recommend(R²=.311). Importance of hair styling and comprehension of tuxedo were positively related to customer satisfaction. Especially, a factor of hair styling's importance was highest predictors among 7 factors for customer satisfaction(β=.306). This implied wedding hair styling for men delivers through interaction with customer satisfaction. Factors of wedding styling services' awareness, tuxedo importance and hair styling importance were positively related to intention to recommend. Besides, importance of hair styling was highest among factors for intention to recommend so it should be pointed out how important wedding hair styling service for men.