남성 세분시장별 이.미용서비스 만족도와 재방문 의도의 비교

Abstract

The purpose of this study was to identify men`s beauty service markets based on socio-cultural appearance attitude and to compare their satisfaction and intention to revisit beauty service. The study was done by survey method. Data of three hundred men aged from 20`s to 40`s were collected by on-line survey. Descriptive analyses, factor analyses, cluster analyses, Duncan tests, multiple regressions, and path analyses were applied. The results are as follows: First, five factors were found for men`s socio-cultural attitude for their appearance. They were high involvement in appearance, social appearance, appearance satisfaction, appearance comparison and low involvement in appearance. Second, cluster analysis based on socio-cultural attitude produced three customer groups such as high involvement, social concern & satisfaction, and low involvement. Third, customer groups showed significant differences in some demographics and some items of service dimensions, which resulted in significant differences in satisfaction, and intention to revisit beauty shop services. A high involvement group was composed of young and unmarried men with more frequent visit to beauty shop service. In general, both the high involvement and the social concern & satisfaction groups showed higher evaluations than the low concern group in some of service items, level of satisfaction, and intention to revisit. In conclusion, attitude on their appearance could be useful factors in segmenting men`s beauty service market. Levels and types of beauty shop service should be differentiated among consumer markets.