미용실 가치소비가 점포 선택기준 및 구매행동과 서비스 만족도에 미치는 영향

The purpose of this study was to present information for improving the quality of service of beauty salon stores by examining the impact of value consumption on store selection criteria and purchasing behavior and service satisfaction. The study was as follows. Frequency analysis, factor analysis, reliability analysis, and multiple return analysis were conducted on 275 hair salon customers in Seoul and Gyeonggi Province. As a result of the analysis, the value consumption factors were classified as ‘emotional’ and ‘economic’. The factors of the selection criteria were classified as ‘convenience of location of stores’ and ‘environment of stores were classified as ‘convenience of location of stores’. Buying behavior factors are ‘feeling change’ and ‘brand preference’. It was classified as ‘Champion Purchase’, ‘Comparison Observation Purchase’ and ‘Brand Loyalty’. Service satisfaction factors were classified as ‘reliability’ and ‘types’. As a result, the ‘economic factors’ of value consumption also affect the ‘occupation mood’ on the basis of store selection, and the ‘emotional factors’ of value consumption also affect the ‘feeling shift’, ‘brand preference’ and ‘parallel observational purchase’ in purchasing behavior. The conclusions of this study are as follows. Regular trendy marketing activities and employee customer service education should be conducted for clean and pleasant store atmosphere and change of mood, and brand reputation has a significant impact on consumers improvement of store selection criteria, purchasing behavior and service satisfaction. Since this study has limitations in generalizing the entire region regardless of gender and age, it is necessary to supplement the limitations of this study in an objective and in-depth study.