네일샵 고객의 라이프스타일과 서비스 만족도에 따른 재방문에 관한 연구

Abstract

The lifestyle of customers visiting nail shops is categorized into four such as the types of 'pursuit of fashion', 'pursuit of brand', 'conservative frugality', 'premeditated pursuit'. Subjects are divided into 3 groups such as a 'pragmatist group', an 'achievement-oriented group' and a 'brand-oriented group'. Customers satisfaction level was measured in the subcategories of a 'personal service', a 'technical service', a 'facility service' and an 'after-sales service'. Their satisfaction levels depending on the types of customers' lifestyle have meaningful differences in a 'technical' and an 'after-sales' service. The 'pragmatist group' shows the highest mark in a 'personal service' and an 'achievement-oriented', it prefers the 'personal' and 'facility service' evenly. The 'brand-oriented' group shows high concern in the 'technical service'. Concludingly, the types of customers' lifestyle which influence their revisiting of the nail shop have deep relation to customers' satisfaction level in the 'personal', 'technical', 'facility', and 'after-sales service' of nail shops. Especially the 'facility service' is highly influential in customer's revisiting.