A Study on the Developing Zone of Tolerance for beauty industry Service Quality Control in Makeup Shops

Abstract

This study examined zone of tolerance related to service qualities of different types of makrup shops (Independent Makeup shop, Makeup Shop in Shop), in order to provide information for improving service quality and building new strategies for operating makeup shops. For the study, 613 copies of questionnaire were filled out by customers who live in capital area and metropolitan cities and use makeup shop once or more per month, between February 2014 and April 2014, and analyzed by using the 9-point Likert scale. To analyze the data, SPSS Ver. 18.0 statistical package program was used, and frequency & factor analysis. And Cronbach’s α coefficient calculation were performed as descriptive statistics for evaluating the zone of tolerance according to types of makeup shops. The result suggests that, In eight levels of service quality in makeup shops, many service qualities were included in the zone of tolerance. Sub-factors of reservation system, ‘satisfaction of reservation system’ and ‘use of fixed reservation time’ were particularly included above the zone of tolerance. But in general, the evaluation of perceived service was lower than that of desired service. In sub-factors of service quality below the zone of tolerance, ‘standby before sitting’ and ‘convenient facilities and goods’ and ‘parking facilities’ and ‘various discounts’ and ‘many discount card systems’ were service quality factors outside the zone of tolerance that need improvement. Above all, ‘parking facilities’ was a factor below the zone of tolerance that needs urgent improvement. Consequently, makeup shop owners & employees will have to make the efforts to improve the service quality by items according to the results of levels and appropriate for makeup shops facing now. They need to set efficient and differentiated business strategies for a given situation.