A Study on the Effect of Servicescape in Physical and Social Environment of Beauty Salon on Customer Empathy

Abstract

Hair shop also physical·society contact service to a change in the recognition of the modern people of the service environment is carried out The importance of the service environment is emerging. This service environment influences the psychological and emotional factors of the customer, and on the basis of theory, the service environment is likely to be able to share positive interaction communication emotions between the customer and the employee. It can be seen by analogy. Therefore, the purpose of this study is to provide the basic marketing materials for the development of hair shops and efficient service activation strategies. The physical and social service scapes of hair shops have a causal effect on customer empathy. I tried to investigate the relationship from a multidisciplinary perspective. In this study, we conducted an empirical analysis of 341 adult males and females in their 20s and 40s living in Gyeonggi Province using a self-imposed questionnaire as the final sample. The materials collected used the SPSS V.21.0 statistical program. The study results found the following: First, physical servicescape had a partial effect on customer empathy with statistical significance (p<.05). Second, social servicescape had a partial effect on customer empathy with statistical significance (p<.05).