네일숍 마케팅 7Ps요인이 구매의도 및 구매결정에 미치는 영향

Abstract

This study investigates the influence of a nail salon’s 7Ps marketing factors on purchase intention and decision. The data for the study was collected from May 5 to May 12 of 2023, and the subjects were 200 women in their 20s to 50s living in Seoul. The detailed findings were as follows. First, the influence of a nail salon’s 7Ps marketing factors on purchase intentions was found to be significant, and the employees, products, place, and processes were the critical factors. Second, the influence of a nail salon’s 7Ps marketing factors on purchase decision was also found significant, and the crucial factors included products, physical evidence, employees, and place. Third, the influence of purchase intention on the purchase decision in nail salons was found to be significant, which indicates that purchase intention is an essential factor in the purchase decision in nail salons. Therefore, the employee’s expertise and friendliness are important factors in the 7Ps marketing factors for better customer satisfaction and higher revenue in nail salons, and continuous effort is required in customer service, technical training, and researching the latest trend for various designs and products. As such, nail salons should be equipped with the competitiveness that differentiates them from their competitors and do their best to improve customer service and satisfaction.