연구논문 : 피부 관리실의 서비스품질이 소비자의 지각된 가치 및 구매 후 행동에 미치는 영향

With the economic growing, people has had the attention of health and appearance. Due to this trend, skin-care market was grown and service quality was the important variables to differentiate among skin-care shop. The purpose of this study was to examine service quality of skin-care shop and clarify the relation of perceived value and post-purchase behavior. For this study, a questionnaire survey was performed for randomly selected 280 customers using the skin-care shop lived in Pusan and Kyungnam. These surveys were analyzed as with SPSS-WIN 17.0 and Amos 5.0. The result was summarized as follows: 1. Service quality was classified 3 factorspeople, physical environment, policy. 2. Only the physical environment factor was affected the perceived value. 3. The perceived value was influenced the positive word-of-mouth and store loyalty. The findings of this study are expected to be utilized as fundamental data for developing and applying the service marketing strategy in skin-care shop.