헤어미용업의 서비스 공정성과 점포 속성이 고객 몰입에 미치는 영향

Abstract

This study aims to investigate the difference of customer commitment according to the demographic characteristics of hair salon customers and the service justices and store attributes of the hair salon that affect customer commitment. The questionnaire for empirical research was collected from customers of hair salon in Gyeongnam, and the analysis results are as follows. First, as a result of analyzing the difference of customer commitment according to the demographic characteristics of hair salon customers, customer commitment was statistically high in the group with high educational background. Second, as a result of analyzing the causal relationship between service justices and customer commitment, and the causal relationship between store attributes and customer commitment, it was found that service justices factors all had a statistical effect on customer commitment. In addition, of the store attribute factors, technical factors and marketing factors were found to have a statistical effect on customer commitment. Comprehensive analysis of the results of this study means that service justices and store attributes have a relatively high impact on customer commitment in groups with high educational background. Therefore, this study suggests that the management performance of the hairdressing business can be improved by utilizing service justices and store attributes while considering the educational background of customers.