earticle

영어

This study attempted to investigate the influence of aesthetic labor on emotional responses, service values, and trust in the cosmetology service industry. For this, a survey was performed among 800 customers who used cosmetology services from July 1 to September 7, 2019, and the results found the following: First, aesthetic labor had a positive influence on emotional responses. It also revealed a direct and positive effect on service values that the customers perceived. Furthermore, aesthetic labor showed a positive influence on customer trust. Therefore, it is anticipated that the development of diverse plans and practical training programs designed to enhance the positive influence of aesthetic labor on the customers’ emotional responses, service values, and trust would improve the customers’ repurchase and revisit intention.

중국어

本研究的目的在于阐明美容服务产业的审美劳动对情感反应和服务价值以及信任产生的影响。为此，以接 受过美容服务的800名顾客为对象，在2019年7月1日至9月7日期间实施了问卷调查。由于回收的调查表中6份 为无效样本，因此把794份用作最终分析资料。经研究，得出如下结论。审美劳动对顾客情感反应产生积极影 响，并对顾客感知的服务价值产生的直接而正向影响。另外，审美劳动对顾客的美容服务信赖度也具有积极 影响。因此，研究为顾客的情感反应和服务价值以及信任产生积极影响的审美劳动方案，开发切实可用的教 育项目，将有助于提高顾客的再次购买意愿以及再次光顾意愿。另外，不仅可以在提高美容服务从业者服务 水平以及提升顾客购买意愿的营销领域提供可供参考的战略要素，而且还可以在确保差异化竞争力以及制定 经营战略方面用作基础性资料。