ScholarWorks@숙명여자대학교

초록

The purpose of this study is to analyze beauty salon selection attributes and customer loyalty by the DISC behavioral styles among 20- 50s adult men. The results found the following: First, according to the analysis of differences in DISC behavioral styles by subjects’ general characteristics, ‘influence (I)’ was the highest in age 20-29. In age 30-59, on the contrary,‘conscientiousness (C)’ was the greatest. Second, in terms of overall beauty salon selection attributes, ‘skills and services’ was the highest. According to analysis of differences in beauty salon selection attributes by general characteristics, the respondents’ impression of a beauty salon was relatively better among high school graduates and college graduates. Third, overall customer loyalty was scored at 3.37 on average. Fourth, according to analysis of differences in beauty salon selection attributes and customer loyalty by the DISC behavioral style, impression of a beauty salon was relatively better among high school graduates and college graduates. Third, overall customer loyalty was scored at 3.37 on average. Fourth, according to analysis of differences in beauty salon selection attributes and customer loyalty by the DISC behavioral style, impression of a beauty salon was relatively better among high school graduates and college graduates. Third, ove overall customer loyalty was scored at 3.37 on average. Fourth, according to analysis of differences in bea beauty salon selection attributes and customer loyalty by the DISC behavioral style, impression of a beauty salon was relatively better among high school graduates and college graduates. Third, overall customer loyalty was scored at 3.37 on average. Fourth, according to analysis of differences in beauty salon selection attributes and customer loyalty by the DISC behavioral style, ‘influence (I)’ or ‘ ‘dominance (D)’ was high in facilities while ‘influence (I)’ was only high in skills and services. In employee services as well, ‘influence (I)’ was high. In the general impression of a beauty salon, on the contrary, ‘dominance (D)’ was high. The analysis of differences in customer loyalty by the DISC behavioral style found that those in ‘influence (I)’ are very loyal to the beauty salon they currently visit regularly. Fifth, according to analysis of the effects of beauty salon selection attributes on customer loyalty, ‘employee services’ was most influential. In other words, employee services are the most critical factor in enhancing male customers’ loyalty.

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