피부관리샵의 서비스품질이 고객만족과 장기적 관계지향에 미치는 효과 - 호혜성 지각과 숨은 의도 지각의 조절효과를 중심으로 -


The effect of Service Quality of Skin Care Shop on the Customer Satisfaction and Long-term relationship intention - Focusing on the moderating effect of reciprocity perception and hidden intention perception -

유서윤, 최영희

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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.


Ⅰ. 서론
1. 연구의 필요성 및 목적
2. 연구 문제
Ⅱ. 이론적 배경
1. 서비스품질
2. 고객만족
3. 장기적 관계지향성
4. 호혜성 지각
Ⅲ. 연구내용 및 방법
1. 연구의 모형 및 조사설계
2. 자료수집방법
3. 자료분석방법
Ⅳ. 조사연구 결과
1. 표본의 인구통계학적 특성
2. 인구 통계학적 특성별 차이분석
3. 회귀분석 및 가설검증
Ⅴ. 결론 및 제언
1. 결론
2. 제언


  • 유서윤 Seo-Yun Yu. 가천대학교 경영대학원 경영학과 뷰티예술경영 전공
  • 최영희 Hee-Young Choi. 가천대학교 경영대학원 경영학과 뷰티예술경영 전공


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