일부 지역 여성들의 일반적 특성에 따른 피부관리실 이용 실태 및 만족도에 관한 연구

Abstract

The purpose of this study was to analyze their sociodemographic characteristics and skin conditions, determine actual profile of skin care conditions in female customer group, and analyze possible correlations among their preference for skin care, consumers’ sentiment and customer satisfaction, so that it could obtain useful data for domestic skin care industry. The results of this study can be outlined as follows: First, for general sociodemographic characteristics of our respondents, it was found that most of them belonged to married housewife group at age 30-39 and graduated from 4-year university course. And 27% respondents answered that their monthly household income ranged from ￦ 2 to 3 million. Second, overall, our respondents didn’t have so much good skin and physical health conditions. 34.6% respondents belonged to dry skin type and 41.6% respondents had skin problems like wrinkle and lower elasticity. It was found that most respondents had many interests in skin care and relied on skin care service for ca. 1-1 hour 30 minutes once a week at the cost of ￦ 50,000 to 70,000. Third, it was found that most respondents obtained information on skin care shop from their friends or family members, and 58.2% respondents had experiences in using skin care services. Most respondents relied on skin care shop for their skin beauty and preferred meridian massage for healthcare more than anything else, but didn’t show so high intentions to keep relying on skin care shop due to financial limitation. Forth, it was found that most of our respondents valued skin trouble improvement for customer satisfaction, but were dissatisfied with service cost. Their turnover to other shops came primarily from push marketing of beauty care products and the unfledged professionalism of skin care staffs, while most of our respondents wanted lasting care and skin care counseling as a part of after-sales services.