메디컬 스킨케어와 일반 스킨케어 이용자들의 만족도 비교연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to comparatively investigate the affecting factors on
customer satisfaction among skin care users between beauty shop and medical clinic, and
to suggest implications for developing specific marketing strategy according to the type of
service site. Data were collected from 179 skin care customers visiting 3 medical clinics
and 180 skin care customers visiting 3 beauty shops located in Busan Metropolitan Area
using self-administered structured questionnaire. Major results of this study are as follows;
First, skin type, skin trouble, motive of utilization, monthly skin care expense, and
frequency of skin care services were different by the type of skin care service site.
Second, customer satisfaction was significantly varied by socio-economic characteristics
of customers using medical clinics, whereas, not by that of customers using beauty
shops.
Third， personnel factors were most affecting factors on customer satisfaction in medical
clinic settings, whereas, personnel factors, reputation factors, and distance factors were
significant affecting factors in beauty shop settings.
These results imply that specific customer satisfaction strategy should be developed
according to the type of service site.

목차 (Table of Contents)

• Ⅰ.서론 1
• 1.연구의 필요성 1
• 2.연구의 목적 3
• Ⅱ.연구방법 3
• 1.유형별 스킨케어실 고객만족 모형의 설정 3
• 2.연구의 대상 4
• 3.자료의 수집 4
• 4.자료처리 및 분석 4
• Ⅲ.연구결과 5
• 1.유형별 스킨케어의 인구사회학적 특성 5
• 2.회귀분석 6
• Ⅳ.고찰 8
• Ⅴ.결론 10