웨딩메이크업샵의 선택속성이 고객만족과 구전의도에 미치는 영향

Abstract

In wedding ceremony culture, it is perceived that formal wedding procedures such as wedding videography and main wedding ceremony are essential. In particular, makeup is a must-have element in completing such wedding ceremony. This study attempted to unveil the influence of wedding makeup salon selection attributes on customers satisfaction and word-of-mouth intention and find a way to enhance competitiveness for the continued growth and development of wedding makeup industry. For this, a questionnaire survey was performed against those who had services at a wedding makeup salon before. The collected data were analyzed by frequency analysis, factor analysis, reliability and regression analysis, using SPSS 26.0, and the results found the followings: First, ‘environment and facilities’, ‘professionalism’ and ‘nearness’ had a statistically significant effect on customer satisfaction. Second, customer satisfaction affected word-of-mouth intention with statistical significance. In other words, customer satisfaction developed into word-of-mouth intention which encourages others to acquire the services. Therefore, it appears that it is needed to develop a marketing strategy based on customer satisfaction and word-of-mouth intention through the improvement of selection attributes which can meet customer needs and use it in attracting new customers. As a result, it would be possible to increase sales through sales promotion and keep wedding makeup salon business stable.