A Study on the Effect of the Perceived Beauty Service Quality on the Purchase Intention

Abstract Thepurposeofthisstudywastoanalysishowperceivedbeautyservicequal ity,perceivedvalueinfluencedonpurchaseintentionofcustomers.Moreover ,thisstudywassuggestedstrategicsolutionsforbeautymanagersandemployeestobu ildefficientmarketingstrategiesinordertomaximizecustomersatisfaction.For research method, SPSS 12.0 program was used and for the accuracy ofprecisionofameasuringinstrumentreliabilitytestwasapplied.Andthe nsimpleandmultipleregressionanalysiswereperformedtoexaminetheeffectsofind ependentvariablestodependentvariablestodependantvariables.Theresultsofthisstudywerefivefolds:thehigherperceivedservicequa lityofbeauty service was, the higher perceived value, satisfaction, word-of-m outh, andintentionofrevisitingwere;thehigherperceivedvaluewas,thebettersatisfaction,word-of-mouth,andintentionofrevisitingwere;technicalservicequal itywassinglemost important factor affectinginfluenceonperceivedvalue,satisfact ion,wordofmouth,intentionofrevisiting,andfuctionalservicequalityandphysic alservicequalitywerelistedsecondandthird.KeyWords:perceivedbeautyservicequality( ),지각된미용서비스품질perceivedvalue( ),satisfaction( ),지각된가치 만족word-ofmouthreputation( ), intentionofrevisiting( )구전 구매의도