earticle

영어

This study attributes the salon stores any affect on building trust by looking out how through which personal characteristics examined in detail the characteristics and beauty salon competitive properties in the community to meet each store and a hair salon using basic materials that can survive is aimed to present. Data collection using the Chungcheong area salon services targeting women the final 485 questionnaires analyzed using SPSS 16,0 statistics program and the results are as follows. First, find the dimensions of this results in the formation of trust and re- visit / word-of-mouth intention, service satisfaction , environmental satisfaction consisted of a store, the second, and a hair salon in the formation of the trust store properties determine the effect of this result, all relationships were defined . Third, by type of salon , hair salon building trust store properties were compared to the effects of the re- visit / word-of-mouth intention, service satisfaction store environment, both personal satisfaction of the store and a hair salon franchise beauty salon was higher than the relative. Fourth , by size of salon hair salon building trust store properties were compared to the effects of the revisit / word of mouth is also a small hair salon hair salon medium was higher than the relative , service satisfaction , store environment, a small hair salon medium satisfy relatively higher than the large salon. In conclusion, the cosmetic nature of the service industry than in other industries, the importance of human factors are large, substantial transactions in relation to customer satisfaction and loyalty in order to increase the trust-based relationships with customers is the most important factor in the formation and stores environment, atmosphere and positive insight, would be to increase the trust is considered.