earticle

영어

The purpose of this study is to examine the effect of service communication at the medical aesthetic clinic on customers’ satisfaction and behavioral intention and further determine the moderating effect of that communication on both the satisfaction and the intention in accordance with customers’ age and service education experience. 310 copies of the questionnaire in which the subjects filled were collected, and out of the documents, 290, except those deemed as improperly filled-in, were finally analyzed. Data were processed through the descriptive analysis and reliability analysis in accordance with SPSS 19.0, and then through the confirmatory factor analysis, path analysis and moderating effect analysis in accordance with AMOS 21.0. The findings of this study can be summarized as follows. First, the hypothesis that verbal communication positively(+) affects customer satisfaction was supported Second, the hypothesis that kinesics, proxemics, paralanguage has a positive(+) effect on customer satisfaction was supported. Third, the hypothesis that the physical appearance has a positive(+) effect on customer satisfaction was found not statistically significant, so it was rejected. Fourth, the hypothesis that customers’ satisfaction has a positive(+) effect on their intent to behave was supported. In terms of the moderating effect of customers’ service education experiences, the hypothesis that the effect of service communication at the medical aesthetic clinic on customers’ satisfaction and behavioral intention varies depending on those experiences was tested to find that in sub-areas of the service communication like pseudolanguage and customer satisfaction, the service education experiences have moderating effects.