화장품 매장 서비스 종사자의 미적노동이 고객 감정반응을 통해 서비스 가치에 미치는 영향 = The Effect of Aesthetic Labor of Cosmetic Store Service Workers on Service Value through Customer Emotional Response

다국어 초록 (Multilingual Abstract)

This study investigated the effect of cosmetics store aesthetic labor on service value based on customer emotional response. The results of this study found that aesthetic labor perceived by customers had a positive (+) effect on customer emotional response. Due to the influence of the aesthetic labor of service employees and increasing satisfaction, eliciting positive emotional responses from customers is effective in improving the service and increasing sales of cosmetics stores. Furthermore, it was found that the emotional response of customers had a positive (+) effect on service value. The more positive the emotional response, the higher the service value is and the higher the tendency toward brand loyalty. It was also determined that the aesthetic labor perceived by customers has a positive (+) effect on service value. The aesthetic labor of service employees increases the value of the service felt by customers beyond simple external factors; it increases customer satisfaction and improves brand trust by strategically utilizing the aesthetic labor of cosmetics store employees. Therefore, it is hypothesized that cosmetics store aesthetic labor plays an important role in inducing positive emotional responses from customers and increasing service value in practice. Moreover, companies can strategically utilize aesthetic labor to increase customer satisfaction and provide practical implications for management and marketing strategies. The limitation of this study is biased results through self-reported survey data collection. As the results are solely dependent on the respondents' personal experiences and subjectivity, further research is needed to compensate for these limitations by utilizing objective data analysis methods. Additional research will allow a more in-depth exploration of the future impact of aesthetic labor on service value and further elucidate the relationship between aesthetic labor and customer emotional response.