earticle

영어

Companies are concentrating on brand image enhancement in order to differentiate their products. For consumers, brand image is also an important criterion for purchasing products. The purpose of this study was to examine the relationship between brand image and perception value, and customer satisfaction in high and low cost beauty shop users. Study subjects were 96 customers of 2 high cost beauty shops, and 85 customers of 2 low cost beauty shops located in Suncheon City, South Jeolla Province. This study was conducted using self-administered questionnaires about symbolic brand image, functional brand image, perception value, and customer satisfaction. The symbolic and functional image scores of high cost beauty shop users were 3.9±0.6 and 3.9±0.6, which were higher than 3.4±0.4 and 3.5±0.4 of low cost beauty shop users, respectively (p<.001). The perception value score was 3.8±0.7 for high cost beauty shop users, which was higher than 3.5±0.6 for low cost beauty shop users (p=.014). Customer satisfaction of high cost beauty shop users was 4.0±0.7, which was higher than 3.8±0.6 of low cost beauty shop users (p=.014). As a result of multiple regression analysis, the higher the scores of symbolic image, functional image, and perception value, the higher customer satisfaction was in high cost beauty shop users (p<.05). In the case of low cost beauty shop users, customer satisfaction was high when functional image was high (p<.05). If the technology education and system improvement are focused on quality, price, service and convenience, which are items of functional brand image, it can be expected that the beauty shop of low cost brand franchise will also increase the customer satisfaction.

중국어

作为产品差异化战略，企业都在为提升品牌形象而努力，同时企业的品牌形象成为消费者作出购买选择的 重要依据。本研究目的在于确认高端品牌和低端品牌美发店顾客的品牌形象和感知价值的顾客满意度之间的 关联性。为此，分别选定全南顺天市2处高端品牌美发店和2处低端品牌美发店，并以高端品牌美发店91名顾 客和低端品牌美发店85名顾客为对象，就象征性品牌形象、功能性品牌形象、感知价值、顾客满意度进行了 问卷调查。高端品牌美发店的顾客在象征性品牌形象和功能性品牌形象方面的分数高于低端品牌美发店的顾 客(p<.001)；在感知价值方面，高端品牌美发店顾客的分数略高于低端品牌美发店顾客(p=.014)，两者分数分 别为3.8±0.7分和3.5±0.6分；在顾客满意度方面，高端品牌美发店顾客的分数同样高于低端品牌美发店顾客 (p=.014)，两者分数分别为4.0±0.7分和3.8±0.6分。多重回归分析结果显示，高端品牌用户的象征性品牌形象 (p<.001)和功能性品牌形象(p=.044)以及感知价值(p=.005)越高，其顾客满意度就越高，而低端品牌用户则在 功能性品牌形象高的时候，其顾客满意度较高(p=.037)。鉴于此，改善以功能性品牌形象要素品质、价格、 服务、便利性为中心的技术培训及系统，将提升低端品牌连锁美发店的顾客满意度。