earticle

영어

Since the beauty service industry provides modern people who pursue the beautifulness and personality with the tangible service, this field ultimately depends on the personal resource and technology. Also, with the increasing demand of customers, the competition of industry becomes intense as much as that, which naturally leads to the intense competition in the beauty service industry and customers choose the skin care shop that can give a higher sense of satisfaction in the cost aspect. In this study, 5 factors of service quality : tangibles, reliability, responsiveness, assurances, and empathy were set up as factors affecting customer satisfaction and it was determined that the customer’s satisfaction level would rise when this service quality was well reflected to customers and such customer satisfaction had the positive effect on the long-term relationship intention. Also, it was additionally determined that if their relationship was regulated following the degree of reciprocity perception and hidden intention perception. As the economic and cultural living level increases with the national income rises, domestic beauty-related service industry is rapidly growing. Since the customer’s need pursues the gentrification and diversification more due to this rapid growth, providing the service of more excellent quality, service value, instant recovery effort during service failure to meet the customers’ needs for the operation of skin care shop will lead to the customer’s satisfaction and long-term relationship.