미용실 조도환경이 고객의 만족도와 재방문 및 추천의도에 미치는 영향

This study attempted to empirically analyze the effects of beauty salon illuminance on customers` satisfaction with services and their revisit and recommendation intention and apply the plan to overall practice of beauty. For data analysis, frequency analysis, correlation analysis, cross-tabulation analysis and linear regression analysis were conducted using SPSS V. 21.0 after data coding and data cleaning. The study results found the followings: First, relative assessment of the illuminant environment in hair salons showed that it should be bright in most areas and the environment(hair treatment area) where there needs to be high concentration needs dim lighting and can be categorize environment(shampoo area) of low concentration. Second, according to the suitable standard of illuminant environment in the hair salon it increased the sales figures and also showed that there were difference between sales figures in the salons that have different illuminant standards. Third, if there is a high satisfaction in the illuminant environment, it resulted increase in the satisfaction of the beauty treatment. Fourth, the research resulted that the customers tend to give recommendation to others to visit the salon or revisit the hair salon according to the high satisfaction rate of the illuminant environment and hair treatment. therefore, customers` satisfaction with beauty salon illuminance had a positive effect on sales, satisfaction with services and revisit & recommendation intention with statistical significance. As customer satisfaction by illuminance reveals significant results in beauty industry, the importance of lighting has been proven. When environmental factors are composed or interior design is improved in a beauty salon, therefore, it is needed to consider illuminance for effective lay out. It is expected that they would be used as basic data in setting the grounds and standards to establish illuminance in a beauty salon.