미용실 고객의 매스 커스터마이제이션 요구 수준

Abstract

Abstract The purposes of this study were to analyze factors of mass customization for hair salon's customers and toidentify the differences among groups segmented by mass customization level. The self-administered questionnairewas used for data collection. The respondents were 423 women using hair salons. Factors of hair salon's masscustomization implementation were sanitary condition & hair salon's staff, hair styling technique, communicationservice, tangible service, monetary support, convenience service, and visible service. Hair salon's customers werecategorized into the high-level of needs group, the middle-level of needs group, and the low-level of needs group.Thehigh-level of needs group consisted ofuniversity studentsorwomen with ahighereducation or higherincome.This group selected beauty salons by the promotion or advertisements, preferred their own unique hair style or alittle-fashionable hair style, and showed a lower level of patronage. The middle-level of needs group consisted ofuniversity students or women with a higher education or higher incomes. They selected hair salons by serviceprices,preferredabasichairstyle,and showed amidium levelofpatronage.Thelow-levelofneedsgroup consistedof women with lower education or lower income. They selected beauty salons by career of hair dressers or thepromotion or advertisement, preferred highly fashionable hair style, and showed high level of patronage.Keywords:masscustomization(매스커스터마이제이션),customer'sneeds(고객의요구),beautysalon(미용실)