커피전문점의 서비스 스케이프, 인적서비스와 고객만족, 점포이미지, 재방문 의도간의 구조적 관계

김영주 ( Young Joo Kim ),김상덕 ( Sang Duck Kim ) 한국유통물류정책학회 2014 유통물류연구 Vol.1 No.2

본 연구는 커피전문점의 서비스스케이프와 인적서비스가 고객만족, 점포이미지, 재방문의도와 어떤 영향관계에 있는지 파악하고자 하였다. 커피전문점을 이용하는 고객들을 대상으로 설문조사를 실시하였고, 구조방정식 모형분석 결과 서비스스케이프와 인적서비스는 점포이미지, 고객만족도, 재방문의도에 정(+)의 영향을 미치고 있었고, 점포이미지는 고객만족도와 재방문의도에 정(+)의 영향을 미치고 있었으며, 또한 고객만족은 재방문의도에 정(+)의 영향을 미치고 있는 것으로 나타났다. The coffee market in South Korea rapidly has been growing since the 1980s and competition among cafe is intensifying as well. Cafes that do not have distinguished management strategy or fail to satisfy customers` demands are pushed out of the market. In this environment, improvement of servicescape and human service at cafes became a very important element for enhancing competitiveness. Customers of cafes explore and perceive various types of environment and services while staying in the store, and evaluate quality of service. Therefore, customers` experience of servicescape and human service influence the store image, satisfaction, and, thereby, revisit intention. This study attempted to understand relationship of servicescape and human service of cafes with customer satisfaction, store image, and revisit intention. Based on the result, it aims to help owners, managers, and prospective managers of cafes in South Korea find distinguished marketing strategies based on the importance of servicescape and human service. First, in this study, theoretical ground was provided based on review of previous research on servicescape, human service, store image, and revisit intention. Also, a research model was established based on literature review and hypotheses were set to prove them with empirical analysis. Hypotheses were composed of relationship of service scape with store image, customer satisfaction, revisit intention; that of human service with store image, customer satisfaction, revisit intention; that of store image with customer satisfaction and revisit intention; and that of customer satisfaction with revisit intention, in the order. Before hypothesis test, exploratory factor analysis and reliability test was performed, and confirmatory factor analysis was conducted to verify validity and reliability of the model. Later, descriptive and correlation analysis was performed, before finally analyzing the research model by using path coefficient. The result suggests that servicescape and human service has positive effect on store image, customer satisfaction, and revisit intention; and store image has positive effect on customer satisfaction and revisit intention. Also, customer satisfaction has positive effect on revisit intention. Based on the result, the following implications were drawn from this study: First, servicescape of cafes is divided into give subordinate concepts, i.e., seat comfort, waiting environment, aesthetics, cleanliness, and accessibility, and human service into three subordinate concepts, i.e., expertise, reliability, and interactivity. These sub-factors can be used as measurement tools for future research related to servicescape and human service. Second, there is positive correlation between service scape and human service and store image, customer satisfaction, and revisit intention, which support previous research. Third, in this study, it was found that there are twice as many female customers as male customers, and, therefore, marketing strategies need to increase revisit intention of female customers and additional facilities need to be added to attract male customers. Fourth, servicescape must be reinforced as it influences store image, customer satisfaction, and reivisit intention. Fifth, human service at cafes was also found to influence store image, customer satisfaction, and revisit intention, and, therefore, human service provided by staff must be improved by training. This study had the following limitations: First, representativeness of the sample was limited because the research was not conducted in all regions of the country. Therefore, if sufficient funding is available, using online survey, etc., can help improve the limited sample. Second, in the survey, older subjects were more likely to refuse responding. The survey environment must be improved in terms of the respondents` age. Third, although exogenous variables were controlled to increase internal validity in order to accurately estimate servicescape and human service of cafes, real situations may not be the same as test environment. Recently, many studies are being conducted relating to cafes. However, theoretical concepts need to be established by comprehensive and diverse studies, and, also, qualitative research including AHP (analytic hierarchy process) that reflects opinions of experts will also need to be conducted.

Wayfinding Satisfaction on Tourist Revisit Intention: A Moderated Moderation Model of Travel Group Size and Tourism Information Service

김고운 한국무역연구원 2023 무역연구 Vol.19 No.1

Purpose – Although researchers have long recognized customer revisit intention as an important post-purchase outcome, less attention has been given to revisit intention in the tourism context. Additionally, the effect of wayfinding satisfaction on tourist revisit intention has been largely overlooked. However, wayfinding in a highly urbanized country, such as South Korea, can be challenging, especially for tourists, which can affect revisit intention. Therefore, the main objective of this study is to investigate the differential effect of wayfinding satisfaction on revisit intention, depending on travel group size, while examining the potential moderating role of tourism information service satisfaction. Design/Methodology/Approach – This study conducts a moderated-moderation analysis of wayfinding satisfaction, travel group size, and tourism information service satisfaction on revisit intention, using the 2019 International Visitor Survey conducted by the Korea Tourism Organization. Findings – The findings reveal that wayfinding satisfaction is positively associated with revisit intention, and this association becomes stronger for tourists that travel in larger groups. The findings further show that the moderating effect of travel group size on the association between wayfinding satisfaction and revisit intention depends on tourism information service satisfaction. Specifically, tourism information service satisfaction exerts a negative moderating impact on the moderating influence of travel group size on the wayfinding satisfaction-revisit intention relationship. Research Implications – As the global coronavirus pandemic enters a recovery phase, growing attention has been directed to tourists, particularly those visiting the same destination multiple times. In this context, this study provides comprehensive insight into how tourist revisit intention is enhanced.

지역 축제를 통한 관광객의 호의적 재방문의도 형성에 관한 연구 : 제천국제음악영화제 방문객 특성을 중심으로

원미란 사단법인 인문사회과학기술융합학회 2019 예술인문사회융합멀티미디어논문지 Vol.9 No.2

The purpose of this study is to analyze factors to form tourists’ favorable revisiting intention regarding local festivals held in minor cities equipped with plenty of tourism resources. To address the goal, centering around Jecheon International Music & Movie Festival held in Jecheon, Chungcheongbuk-do, this author has drawn strategies and programs to improve the intention to revisit the region of tourists who have viewed the local festival. The results of analysis can be summed up as follows. Women indicate high revisiting intention. Regarding visitors’ age, those under the 30’s show high revisiting intention. About their occupations, students, office workers, professionals, and the self-employed indicate high revisiting intention. Concerning the types of accompaniment, those accompanied with friends or families indicate high revisiting intention. Next, those who visit the region where the festival is held more often show higher revisiting intention. Regarding their marital status, the unmarried indicate high revisiting intention, and about their educational level, university graduates show the highest revisiting intention. About staying days, guests for a day or two nights and one day indicate high revisiting intention. 이 연구는 관광자원이 풍부한 지방중소도시의 지역축제와 관련하여 관광객의 호의적 재방문의도를 형성하기 위한 요소가 무엇인지에 관하여 분석하였다. 이를 위해 충청북도 제천에서 개최되고 있는 제천국제음악영화제를 관람한 관광객의 지역에 대한 재방문의도를 향상하기 위한 전략과 프로그램 등을 도출하였다. 분석결과 여성의 경우 재방문의도가 높았다. 방문객의 나이와 관련하여 30대 미만의 경우 재방문의도가 높은 것으로 나타났다. 직업의 경우 학생과, 회사원, 전문직과 자유업의 경우 재방문의도가 높은 것으로 나타났다. 동반형태는 친구와 가족이 함께한 경우 재방문의도가 높았다. 다음으로 축제가 개최되는 지역의 방문경험이 많을수록 재방문의도가 높은 것으로 나타났다. 결혼여부와 관련해서는 미혼의 경우 재방문의도가 높았으며, 교육수준의 경우 대학졸업자의 경우가 가장 재방문의도가 높은 것으로 나타났다. 체류일수의 경우 당일과 1박 2일의 경우 재방문의도가 높았다.

플로우경험, 관람만족, 태도적 충성도, 재관람의도 간의 구조적 관계 : 프로축구와 프로야구에 따른 조절효과 분석

하제현,김종백 한국스포츠산업경영학회 2022 한국스포츠산업경영학회지 Vol.27 No.6

The purpose of this study was to examine the structural relationship among flow experience, spectator satisfaction, attitudinal loyalty, and revisit intention and the moderating effect of professional soccer and professional baseball in the relationship among flow experience, spectator satisfaction, attitudinal loyalty, and revisit intention. In order to accomplish the purpose, the sample was collected from professional soccer and professional spectators with use of convenient sampling method. There were 248(professional soccer) and 240(professional baseball) usable questionnaires for final data analysis. Data were analyzed using SPSSWIN Ver. 27.0 and AMOS 27.0. The results of this study were as follows. First, flow experience positively contributed to spectator satisfaction, attitudinal loyalty, and revisit intention toward professional soccer and professional spectators. Second, spectator satisfaction had an influence on attitudinal loyalty and revisit intention toward professional soccer and professional spectators. Third, attitudinal loyalty didn’t contribute to revisit intention toward professional soccer and professional spectators. Next, the moderating effect of professional soccer and professional baseball was examined in the relationship among flow experience, spectator satisfaction, attitudinal loyalty, and revisit intention. First, there existed the moderating effect of professional soccer and professional baseball in the relationship between flow experience and revisit intention, and professional soccer had a stronger influence than professional baseball. Second, there existed the moderating effect of professional soccer and professional baseball in the relationship between spectator satisfaction and revisit intention, and professional baseball had a stronger influence than professional soccer. Third, there was the positive relationship between attitudinal loyalty and revisit intention toward professional soccer but there was not the relationship between attitudinal loyalty and revisit intention toward professional baseball. There existed the moderating effect of professional soccer and professional baseball in the relationship between attitudinal loyalty and revisit intention, and professional soccer had a stronger influence than professional baseball. 본 연구는 프로축구와 프로야구를 대상으로 관중의 플로우경험, 관람만족, 태도적 충성도, 재관람의도 간의 구조적 영향관계와 변인들 간의 영향관계에서 프로축구와 프로야구에 따른 조절효과를 규명하는 것이 목적이다. 본 연구의 목적을 달성하기 위해 프로축구와 프로야구 관중을 대상으로 편의표본추출법을 활용하여 표본을 추출하였고 프로축구 248부와 프로야구 240부를 최종 자료 분석에 사용하였다. 자료 분석은 SPSS 27.0과 AMOS 27.0을 사용하여 분석하였으며 그 결과는 다음과 같다. 첫째, 프로축구와 프로야구 관중의 플로우경험은 관람만족, 태도적 충성도, 재관람의도에 정(+)적으로 유의한 영향관계가 있는 것으로 나타났다. 둘째, 프로축구와 프로야구 관중의 관람만족은 태도적 충성도와 재관람의도에 정(+)적으로 유의한 영향관계가 있는 것으로 나타났다. 셋째, 프로축구와 프로야구 관중의 태도적 충성도는 재과람의도에 통계적으로 유의한 영향관계가 없는 것으로 나타났다. 다음으로 플로우경험, 관람만족, 태도적 충성도, 재관람의도 간의 구조적 영향관계에서 종목에 따른 조절효과를 검증하였고 그 결과는 다음과 같다. 첫째, 플로우경험과 재관람의도와의 영향관계에서 종목에 따른 조절효과가 있는 것으로 나타났으며 프로축구가 프로야구 보다 영향관계가 더 강한 것으로 나타났다. 둘째, 관람만족과 재관람의도와의 영향관계에서 종목에 따른 조절효과가 있는 것으로 나타났으며 프로야구가 프로축구 보다 영향관계가 더 강한 것으로 나타났다. 셋째, 태도적 충성도와 재관람의도와의 영향관계에서 프로축구는 정(+)적으로 유의한 영향관계가 있지만 프로야구는 아무런 영향관계가 없는 것으로 나타났으며 종목 간의 조절효과는 프로축구가 프로야구 보다 더 강한 것으로 나타났다.

헤어살롱 서비스 스케이프가 재방문의도에 미치는 영향: 전환비용의 조절효과

엄지애,박은준 한국미용학회 2022 한국미용학회지 Vol.28 No.3

This study was conducted to verify the moderating effect of switching costs on the effect on hair salon service scape on revisit intention. The subjects of this study were 1,380 beauty salon customers, and data were collected through self-response questionnaires on service scape, switching costs and revisit intention. The research methods are as follows. First, frequency analysis was performed to examine the general characteristics of the study subjects. Second, reliability was verified by calculating reliability coefficients of service scape, revisit intention and conversion cost. Third, correlation analysis was conducted to examine the relationship between service scape, revisit intention and conversion cost. Fourth, multiple regression analysis was conducted to examine the effect of service scape and conversion costs on revisit intention. Finally, hierarchical regression analysis was conducted to verify the moderating effect of conversion costs in the effect of service scape on revisit intention. The results of this study were as follows. First, a significant positive correlation was found between service scape, switching costs, and revisit intention. Second, service scape and switching costs had a significant positive effect on revisit intention. Third, in the effect of service scape on revisit intention, switching costs showed a moderating effect. Based on the results of this study, ways to increase the revisit intention of hair salon customers were discussed

여행 만족도가 재방문의도 및 추천 의도에 미치는 영향

안명숙 대한관광경영학회 2023 觀光硏究 Vol.38 No.3

Despite the COVID-19 pandemic revitalizing domestic travel, more people are interested in overseas travel after the COVID-19 quarantine measures were recently relaxed. As a result, understanding travelers’ satisfaction factors and behavior intentions is crucial to advancing domestic tourism. Thus, this study investigated the relationship between Korean citizens' satisfaction with domestic travel, revisit intentions, and recommendation intentions. The Korea Culture and Tourism Institute's National Travel Survey data for 2021 was used in this study. Based on 50,800 Korean citizens with domestic travel experience, 1,556 cases were finally analyzed, excluding those who did not respond to overall satisfaction, specific satisfaction, revisit intention, and recommendation intention. In terms of the research method, SPSS was used to conduct frequency analysis and regression analysis. The study results are as follows. First, overall satisfaction with travel encourages revisit intentions. The order of tourist guide information, natural scenery, restaurants and food, tourism workers' kindness, place identification, and lodging impacted travelers' intention to revisit. Only the congestion of tourist destinations for men and the lodging factor for women independently affected revisit intentions by gender. Secondly, revisit intention was positively correlated with recommendation intention. Third, overall satisfaction was a leading variable for recommendation intention. Among the specific satisfaction items, natural scenery, cultural heritage, and tourist information were influential. Regarding differences by gender, restaurants and food had a significant effect on recommendation intention for women, unlike men. These results are expected to be used as basic data for identifying problems in travel destinations and deriving improvement plans for domestic travel vitalization. 코로나19 팬데믹으로 국내 여행이 활성화되었으나, 최근 국내 여행보다 해외여행에 더 많은 사람이 관심을 두고 있다. 따라서 국내관광의 재도약을 위해서는 여행 후 경험한 만족요인과 행동 의도를 파악하는 것이 필요하다. 이러한 측면에서 본 연구는 대한민국 국민의 국내 여행 만족도와 재방문의도 및 추천 의도의 관계를 통합적으로 살펴보았다. 본 연구에서는 문화관광연구원의 국민여행실태조사 2021년 데이터를 활용하였다. 원자료는 국내 여행경험이 있는 국민 패널들 50.800명 중 전반적 만족도와 구체적 만족도, 재방문의도 및 추천 의도에 응답하지 않은 인원을 제외한 1,556건을 최종 분석하였다. 연구 방법은 SPSS를 이용하여 빈도분석과 회귀분석을 시행하였다. 연구 결과는 다음과 같다. 첫째, 전반적인 만족도는 재방문의도를 촉진하는 것으로 나타났다. 구체적인 만족도 부분에서는 관광안내정보, 자연경관, 식당 및 음식, 관광종사자의 친절성, 관광지 혼잡도, 숙박 순으로 재방문의도에 유의미한 영향을 미치고 있었다. 성별에 따른 차이는 남성의 경우 관광지 혼잡도, 여성의 경우 숙박요인만이 독립적으로 재방문의도에 유의미한 영향을 미쳤다. 둘째, 재방문의도는 추천 의도에 긍정적인 영향을 주고 있었다. 셋째, 전반적인 만족도는 추천 의도의 선행변수가 되고 있었으며, 구체적 만족도 항목 중 자연경관, 문화유산, 관광안내정보는 영향력이 있는 것으로 나타났다. 성별에 따른 차이는 여성의 경우 식당 및 음식이 남성과는 다르게 추천 의도에 유의미한 영향을 미쳤다. 이러한 결과는 국내 여행의 활성화를 위해 여행지의 문제점 파악 및 개선방안을 도출하는데 기초자료로 활용될 수 있을 것으로 기대한다.

패러글라이딩 체험비행자의 이미지가 재방문 및 추천의도에 미치는 영향

하치경,최종인 한국스포츠학회 2015 한국스포츠학회지 Vol.13 No.4

The purpose of this study was to analyze the effect that the image of the persons with paragliding experience would have on the paragliding revisitation intention and recommendation intention. The selected 300 subjects were surveyed, and 254 questionnaires were used for final analysis, excluding 46 questionnaires that contained duplicate answers or insincere answers. The collected data were processed by using the SPSS 18.0 statistical program for frequency analysis, exploratory factor analysis for verification of validity, reliability analysis of each variable, t-test and one-way ANOVA based on socio-demographic variables. Moreover, the structural equation model was implemented using the AMOS 18.0 and correlation to validate the causal relationship among the variables defined in this study. Based on aforesaid process of study, the following conclusions were derived: First, the multiple regression analysis was conducted to determine the effect that the flight image of tandem paragliding participants would have on the revisitation intention. The results showed that the educability had a positive influence on the revisitation intention. Second, the multiple regression analysis was conducted to determine the effect that the flight image of tandem paragliding participants would have on the recommendation intention. The results showed that the convenience and educability had a positive influence on the recommendation intention. Third, the structural equation model was analyzed to determine the effect of the flight image on the revisitation intention and recommendation intention. The results suggested that the flight image had an influence on the revisitation intention and recommendation intention, and it was found that the revisitation intention did not affect the recommendation intention.

A Study on the Influence Factors of Attendee Loyalty of Strawberry Music Festival

진수천,박병규 인문사회 21 2022 인문사회 21 Vol.13 No.6

A Study on the Influence Factors of Attendee Loyaltyof Strawberry Music FestivalXiuchuan Qin & Byungkyu Park Abstract: This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention. Key Words: Strawberry Music Festival, Attitudinal Loyalty, Revisit Intention, Word-of-mouth Recommendation, Experience A Study on the Influence Factors of Attendee Loyaltyof Strawberry Music FestivalXiuchuan Qin & Byungkyu Park Abstract: This study aims to help recover the cultural tourism industry that suffered from COVID-19 by analyzing the factors influencing attendees’ loyalty to outdoor music festivals. This study used the Strawberry Music Festival as an example. It took the perspectives of attitudinal loyalty and behavioral loyalty to examine the influencing mechanisms of experience and satisfaction on revisit intention, word-of-mouth recommendation, and attitudinal loyalty. This study conducted a questionnaire survey on 537 attendees of the Strawberry Music Festival and empirically tested the constructed model using structural equation modeling. The study discovered that: attitudinal loyalty has a direct and significant positive impact on revisit intention and word-of-mouth recommendation, greater on revisit intention; experience has a direct positive impact on attitudinal loyalty and word-of-mouth recommendation but has no significant impact on revisit intention. Key Words: Strawberry Music Festival, Attitudinal Loyalty, Revisit Intention, Word-of-mouth Recommendation, Experience

서비스 공정성이 재방문의도에 미치는 영향 : 품질인식과 관계품질의 다중매개효과

이상석(Lee, Sang-Suk),이지은(Lee, Jee-Eun) 한국상품학회 2020 商品學硏究 Vol.38 No.1

본 연구는 서비스공정성과 재방문의도 간의 품질인식과 관계품질의 매개효과 및 인과 관계를 구조방정식모형을 사용하여 검증하였다. 연구결과, 직접적인 효과 분석 결과를 보면 첫째, 서비스공정성과 품질인식의 관계에서 공정한 절차와 분배가 품질인식에 유의미한 영향을 미치고 있는 것으로 나타났다. 둘째, 서비스 공정성과 관계품질에서 서비스공정성의 모든 요인(상호작용, 절차, 분배)이 관계품질에 유의미한 영향을 미치는 것으로 나타났으며, 품질인식이 관계품질에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 서비스 공정성 중에서 절차만이 재방문의도에 직접적인 영향을 미치는 것으로 나타났다. 넷째, 품질인식은 재방문의도에 직접적인 영향을 미치고 있으나 관계품질은 영향을 미치지 못하는 것으로 나타났다. 간접적인 효과 분석의 경우 첫째, 상호작용 및 분배 공정성이 재방문의도에 직접적인 영향을 미치지는 않지만 품질인식과 관계품질의 매개역할에 의해서 재방문의도에 간접적으로 영향을 미치는 것으로 나타났다. 둘째, 절차공정성이 재방문의도에 직접적인 영향을 미치지만 품질인식에 의한 재방문의도 효과가 관계품질에 의한 재방문의도 효과 보다 큰 것으로 나타났다. 셋째, 품질인식이 관계품질에 연속적으로 작용하여 재방문의도에 영향을 주는 것으로 나타나 고객들이 인식하고 있는 품질(제품, 서비스, 경험품질)이 중요함을 알 수 있다. 그리고 총 효과 및 다중매개효과 분석 결과를 보면, 서비스공정성이 재방문의도에 미치는 직접효과와 간접효과를 합한 총 효과는 절차>분배>상호작용 순으로 나타났다. 또한 절차공정성과 재방문의도 간의 품질인식과 관계품질은 매개효과가 있으며 품질인식→매개효과로 이어지는 연속적인 매개효과가 있는 것으로 나타났다. This study attempts to verify the multiple mediating effects of perceived quality and relationship quality between service fairness and revisit intention using a structural equation model. In terms of direct effects, the factor of distribution and procedure of service fairness has positive and significant impact to the perceived quality. Second, service fairness(interaction, procedure, distribution) and perceived quality positively affect relationship quality. Third, among the service fairness, only the procedural fairness has direct impact to the revisit intention. Fourth, perceived quality positively affects revisit intention but does not have direct impact on relationship quality. And in terms of indirect effects, interaction and distribution factors indirectly affect revisit intention by mediation of perceived quality and relationship quality. Second, even though the overall procedural fairness factors have direct impact on revisit intention, the effect of perceived quality on revisit intention is stronger than that of a relationship quality on revisit intention. Finally, we found that the relationship quality and perceived quality mediate the impact of the procedure factor of service fairness on revisit intention. And the total effect size (sum of direct and indirect effects) of the service fairness on revisit intention by descending order are as follows: procedure, distribution, interaction.

미용 종사자의 커뮤니케이션 스타일과 재방문의도의 영향 관계에서 고객신뢰도의 매개효과

이재림 ( Jae-rim Lee ),박은준 ( Eun-jun Park ) 한국미용학회 2021 한국미용학회지 Vol.27 No.6

This study aims to research the mediating effect of customer reliability in the relationship of the beauty professionals' communication styles and the intention to revisit to increase the reliability and revisitation of the customers who use beauty services. A self-administered survey with 23 questions related to general characteristics, communication styles, customer reliability, and intention to revisit was given to 413 customers. Through SPSS 20.0, frequency analysis, factor analysis, reliability analysis, regression analysis, and mediation regression analysis were performed. The result showed that communication style has 3 factors: cooperation type, control type, and professional type and that the customer reliability and the intention to revisit drew single factors, respectively. And all the effects of the beauty professionals' communication style on the customer reliability, the customer reliability on the intention to revisit, and the communication style on the intention to revisit appeared to have a positive effect. Also, the customer reliability showed the mediating effect in the relationship between cooperation type and the intention to revisit. And in the relationship of control type, professional type, and intention to revisit, by the full mediation effect, the customer reliability appeared to work as an essential variable in the relationship of communication style and intention to revisit. Based on this result, the author expects that this study can help expand the training for the communication style that fits the beauty service environment and create profits with the competitiveness reinforcement by the strategy development of proper service training and marketing for beauty professionals.