earticle

영어

This paper analyzed successful emotional cases in service positioning using emotional service in the beauty industry in Korea and investigated theories on the social phenomenon of emotional service pursuing the customers' impression as well as satisfying the internal value and aesthetic desire of consumers rather than rational service. On the basis of the analysis, this paper proposed a systematic and segmented customer-oriented emotional service manual standard for improving the image of the beauty industry restricted to body-oriented image in the existing service industry by establishing a predictable basic model of beauty service. Furthermore, this paper will contribute to activating emotional service and improving the service quality in the beauty industry by proposing a practical service manual which could realize a differentiated service positioning in beauty service in the ever-changing service industry.