KOREASCHOLAR

소비 가치, 미용 점포 서비스 품질, 소비자 만족이 점포 충성도에 미치는 영향 Effects of Consumption Values, Service Quality, and Consumer Satisfaction on Store Loyalty for Beauty Consumers

박옥경, 박은주
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/49728
복식문화연구 (服飾文化硏究)
제16권 제6호 (2008.12)
pp.1008-1018
복식문화학회 (The Costume Culture Association)
초록

The purpose of this study was to examine the effects of consumption value, service quality, and customer satisfaction on store loyalty of beauty consumers. Using a questionnaire developed from previous studies, data were collected from 319 females at beauty stores located in Busan. They were analyzed by factor analysis, cluster analysis, ANOVA, and path analysis using SPSS 14.0 Program. Results showed that beauty consumers were classified into three groups by their consumption values; Subjective group, Practical group, and Epistemic group. There were a little differences among three consumer groups in the influence of perceived service qualities on consumer satisfaction. They suggest that the more satisfied with store services, consumers were the greater loyalty of beauty stores. Additionally, satisfaction of beauty consumers was a very important variable to develop the store loyalty. These findings would provide retailers and marketers related to beauty stores the informations encouraging consumer satisfactions and developing strategies of beauty stores.

저자
  • 박옥경 | Ok Kyung Park
  • 박은주 | Eun Joo Park