earticle

영어

This study aims to investigate the service quality of the hair salon industry that affects the long-term orientation and the differences in the long-term orientation according to demographic characteristics of hair salon customers. Questionnaires for empirical research were collected from customers at hair salons in Gyeongnam, and the analysis results are as follows. First, as a result of analyzing the differences in long-term orientation according to the demographic characteristics of hair salon customers, long-term orientation was statistically high in the group with a high educational background and in the male group. Second, as a result of analyzing the causal relationship between service quality and long-term orientation, it was found that tangibility and assurance had a statistical effects on long-term orientation and in particular, assurance had the strongest effect on long-term orientation. Comprehensively analyzing the results of this study, it can be shown that assurance and tangibility have a relatively high effects on long-term orientation in the male group with a high educational background. Therefore, this study suggests that the management performance of the hair salon industry can be improved by utilizing the assurance and tangibility of services while considering the highly educated male group.

중국어

本研究目的在于探究美发店顾客的不同人口统计学特征引发的长期导向差异以及对长期导向产生影响的美发行业服务品质。从庆南美发店顾客收集了用于实证研究的问卷调查，其分析结果如下。第一，分析根据美发店顾客的人口统计学特征引发的长期导向差异，发现高学历集团和男性集团呈现出长期导向高的倾向。第二，对服务品质和长期导向的因果关系进行分析结果显示，服务品质中的有形性和确信性分别对长期导向产生影响，尤其确信性对长期导向产生强烈影响。综合分析本研究，可以得出的结果是在高学历男性集团中服务品质的确信性和有形性对长期导向产生比较高的影响。由此，本研究的意义在于针对高学历男性集团积极利用服务确信性和有形性等，可提高美发行业的经营成果。