헤어미용업의 서비스품질이 장기지향성에 미치는 영향

Abstract

This study aims to investigate the service quality of the hair salon industry that affects the long-term orientation and the differences in the long-term orientation according to demographic characteristics of hair salon customers. Questionnaires for empirical research were collected from customers at hair salons in Gyeongnam, and the analysis results are as follows. First, as a result of analyzing the differences in long-term orientation according to the demographic characteristics of hair salon customers, long-term orientation was statistically high in the group with a high educational background and in the male group. Second, as a result of analyzing the causal relationship between service quality and long-term orientation, it was found that tangibility and assurance had a statistical effects on long-term orientation and in particular, assurance had the strongest effect on long-term orientation. Comprehensively analyzing the results of this study, it can be shown that assurance and tangibility have a relatively high effects on long-term orientation in the male group with a high educational background. Therefore, this study suggests that the management performance of the hair salon industry can be improved by utilizing the assurance and tangibility of services while considering the highly educated male group.