The Effects of Service Marketing Mix Factors (7P) on Experience Satisfaction and Consumer Preference Behavior in Beauty Service

Abstract

4P mix(Product, Place, Promotion, Price) was mainly used as a marketing mix strategy for manufactured goods. However, in the service industry, in addition to this 4P mix, the need to add 3P mix (Physical Evicence, People, Process) has emerged due to its characteristics. These service marketing 7P mixes are applied and implemented in various ways to the beauty industry. This study was attempted based on these service marketing 7P mix elements. In other words, the purpose of this study is to verify which of the 7P mixes elements of service marketing for beauty industry affects the customer's preference behavior and experience satisfaction. Data collection for this study was conducted through a survey of people who have used beauty salon. Structural equation analysis was conducted using the statistical program AMOS & SPSS with the collected data. As a result of the test of this study hypothesis, it was found that ‘People’ factor had the highest positive effect on customers' preference behavior and experience satisfaction. In future studies, more extended research that can be variables that can effect on customer's preference behavior and experience satisfaction needs to be attempted.