고객 정서적 반응에 대한 미용실 서비스의 진정성 효과 - 점포 유형 조정 효과 - = The Effect of Service Authenticity, as Perceived by Beauty Salon Customers on Customer Emotional Response -Moderating Effect of Store Type-

다국어 초록 (Multilingual Abstract)

The aim of the current study was to examine the effects of trust, consistency, integrity, and empathy, which represent the multidimensional concept of beauty salon workers' service authenticity, on positive and negative emotions, and to evaluate the moderating effect of shop reputation. Multiple regression analysis and two-way ANOVA were performed to find out the influencing relationships between the variables according to the research questions using SPSS21.0 program. A self-administered questionnaire survey was conducted among both male and female of age 20s and older who had visited beauty salons in the last six months. The survey was conducted online for a month in April 2020 through a professional survey company, and a total of 300 copies were distributed, among which 288 questionnaires were finally analyzed. Studies on influencing relationship of service authenticity with positive emotions revealed that positive emotions increased as trust and integrity were felt more. Studies on the influencing relationship of service authenticity with negative emotions showed that negative emotions decreased as consistency and integrity increased. Finally, Test on the moderating effect of shop type between service authenticity and customer emotion verified that positive emotions of customers increased significantly with increase in their trust. Overall, it was confirmed that integrity, consistency, and trust are the important factors in resolving consumers' negative emotions and enhancing their positive emotions at beauty salons. Through this study, we identified the types of emotions that the beauty salon customers showed when a genuine and sincere service was provided to them.