뷰티 소비자가 지각하는 서비스품질과 전환비용, 지속이용의도와의 관계

Abstract

The survey subjects were analyzed the impact of service quality perceived by beauty consumers on switching costs and intention of continued use, and further verify the mediating effect of customer trust. The subjects of the survey were 388 beauty consumers, and data were collected using face-to-face and non-face-to-face methods through structured questionnaires. The conclusions drawn the research progresses through several procedural steps, outlined as follows. The service quality perceived by beauty consumers was found to have a statistically significant effect on customer trust, switching costs, and intention of continued use. Second, beauty consumers' perceived customer trust was found to have a statistically significant impact on switching costs and intention of continued use. Third, the study found that customer trust partially mediates the relationship between perceived service quality among beauty consumers and both switching costs and intention of continued use, showing statistical significance.The results of this study can be used as data to raise the importance of service quality for revitalizing the beauty industry and to establish beauty management strategies.