The Effect of the Beauty Service Quality for HUMANS on the Customer Satisfaction and the Customer Loyalty

Abstract

Purpose: The quality of beauty service which directly influences the survival and growth of the industries is a crucial issue. Therefore, in this study, the effect on the customer satisfaction is examined by using the newly devel-oped dimension of beauty service quality, and the effect of service quality on each group by mediating the cus-tomer satisfaction between the customer loyalty. The purpose of this study is to provide the basic data for attract-ing customers and creating profits for and in the beauty service industry through the service quality, customer loyalty, and the customer satisfaction. Method: In this study, he customers using the beauty service companies were selected, and samples for each region were allocated and a total of 300 copies of the questionnaires were distributed and recovered, among which, a sample of 239 companies were tested with hypothesis. The questionnaire survey was conducted from September 1, 2020 until December 31, 2020. Results: Hypothesis 1 which provides that the service quality has a significantly positive(+) effect on the cus-tomer satisfaction was partially adopted. Among the 4 sub-factors of the service quality, interaction service quali-ty, waiting service quality, and outcome service quality have had a statistically significantly positive effect, and the environment service quality has had a significant effect on the customer satisfaction, yet was dismissed as it turned out to have a negative(-) effect. Hypothesis 2 which provides that the service quality positively mediates the customer satisfaction between the customer loyalty turned out to have a partially mediating effect. Among the 4 sub-factors of the service quality, interaction service quality, waiting service quality, and outcome service quality among interaction service quality, waiting service quality, environment service quality, and outcome service quality turned out that the customer satisfaction between the customer loyalty has a statistically significantly positive(+) effect as to have a mediating effect, and environment service quality turned out to have a significantly negative(-) mediating effect on the cus-tomer satisfaction between the customer loyalty, but was dismissed. Conclusion: As for the results of this study, it was confirmed that interaction service quality, waiting service quality, and outcome service quality were significantly important variables for the beauty service quality. Fur-thermore, customer satisfaction is very important, and it is determined that the customer loyalty also operates positively if service workers are satisfied. However, since the beauty service provides both the tangible and intan-gible services simultaneously, the values perceived by the users of services, that is, the users tendencies, emotions, time leeway, and their expectations may vary from each other. Accordingly, special efforts made by the service providers are required to meet the service quality which the users of service seek. Hence, this study emphasizes that it is important to find venues to improve the service quality for the beauty services, which are highly depend-ent on the human services, and based on which, the satisfaction of service users was empirically reflected, and it is meaningful that it was proven as a result.