피부관리실의 고객만족을 위한 서비스 선호도 연구

Abstract

The skincare market has grown rapidly to such an extent that an esthetician is viewed as one of the most promising occupations for women, and it’s urgently required to make research on skincare service preference to provide more professional, tailored and satisfying services in response to diverse customer needs. The purpose of this study was to examine the use of skincare shops by customers needs and preference for skincare services in a bid to help improve the quality of skincare services. The purpose of this study is to offer basic data necessary for qualitatively reinforcing the service level in the skin-care filed by grasping the needs and preferences for service on skin-care salon in customers of using skin care. The subjects in this study were women who were selected from among female residents in Seoul and Gyeonggi province who were in their 20s to 40s. Out of 391 collected answer sheets, 371 ones were analyzed except for 20 incomplete ones. Statistical data on frequency and percentage were obtained, and χ2(Chi-square) test and frequency were utilized. The findings of the study were as follows: First, concerning their needs skincare services, they preferred an appointment service to other additional services provided by skincare shops they currently used, and they were most dissatisfied with the environments of the shops. They valued auditory service the most while they were at the shops, and they wanted to receive nail-art service the most during waiting time. Second, concerning their preference for skincare services, the color green was most preferred as the interior color of skincare shops, and psychotherapy music was most favored as the type of music they listened to. They had the biggest liking for herb wellbeing tea as drink to eat at skincare shops, and lavender was the flavor they was most fond of at skincare shops. They needed hairdrying service the most after skincare, and considered the Internet-connection service most unnecessary. The largest group wanted skincare shops to be furnished with up-to-date facilities for self-body care. Given seeing through the above results, the skin-care businesses will need to proceed with developing the high-level service strategy by specifically grasping needs for services on customer satisfaction. And prolonged research efforts should be directed into offering specialized skincare services, promoting scientific and systematic marketing and bolstering customer management in order to let skincare shops take root in modern society.