earticle

영어

In the service industries in the 21th century, their qualities are being enhanced, specialized and diversified by customers' requests. These service industries are not products offered accessorily to corporeal ones of the existing manufacturing but they are the subjects of producing goods in themselves. According to characteristic of this service industry, beauty services offer not only labor for beauty goods but also they belong to service industries which do their best to satisfy customers. Besides, as women's social status are enhanced, social interest in beauty is improved and the public's importance of beauty is getting pervaded, beauty services industry is experiencing difficulty in administrative aspect because of customers' diversified request and competitive extension in the industry. The characteristic of this paper is to add expanded marketing mix factors, 3P's which are a part of customer-oriented effort and the concept of customer satisfaction to 4P's(product, price, place and promotion) which are the existing marketing mix strategy. Questionaries were distributed to customers who visited beauty salons and their results were analyzed. To analyze the survey results, SPSS for windows 10.0 was used and basic statistics, correlation analysis, ANOVA and regression analysis were executed. On the basis of study results presented in this paper, the beauty services companies need to establish a strategy by setting up a priority by the factor under a tough competitive environment and they can establish customer satisfaction strategy at efficient costs. And the factors which have the positive effect on customer satisfaction presented in this paper need to be managed intensively and they can be utilized effectively in establishing a strategy to deal with customers.