본 연구는 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 규명하고, 서비스지 향성에 영향을 미치는 헤어미용실의 내부마케팅 요인을 규명하는 것이 목적이다. 하고자 하였다. 연구방 법으로서 실증적 연구를 위한 설문지는 경남의 헤어미용실 종사자로부터 수집하였고, 수집된 설문지를 IBM SPSS Statistics 26을 통하여 분석한 결과는 다음과 같다. 첫째, 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 분석한 결과, ‘40대 이상’ 집단과 ‘근무기간 10년 이상’ 집단이 다른 집단 에 비해 서비스지향성이 통계적으로 높게 나타났다. 둘째, 내부마케팅과 서비스지향성의 인과관계를 분 석한 결과, 내부마케팅 중에서 복지후생, 보상시스템, 교육훈련 등이 각각 서비스지향성에 통계적으로 영향을 미치는 것으로 나타났고, 특히 보상시스템이 서비스지향성에 가장 강한 영향을 미치는 것으로 나 타났다. 따라서 헤어미용실 종사자의 개인특성을 고려한 내부마케팅 활동을 통하여 고객에 대한 서비스 지향성을 향상시켜야 한다. 서비스지향성의 향상은 고객의 재이용의도를 의미함으로 궁극적으로는 헤어 미용업체의 경영성과가 더욱 향상될 수 있음을 시사한다.

The purpose of this study was to develop a lifestyle scale for one-person hair salon users and to identify differences in store choice factors and hairstyle pursuit behaviors according to lifestyle types. Data was collected by survey, with 225 responses being included in the analysis. Data analysis was performed using cross-analysis, factor analysis, Cronbach’s α, cluster analysis, ANOVA and the Duncan-test using SPSS 23.0 analysis software. The results of the study were as follows. First, one-person hair salon users were classified according to the following lifestyle groups: The rational appearance management group, the passive appearance management group, and the discriminative appearance management group. Second, store choice factors according to lifestyle group showed significant group-specific differences in relation to store atmosphere, accessibility, and promotion. Conversely, comfort of space in store and word-of-mouth recommendation message were high for all three groups, indicating that these are important factors in relation to store selection. Third, with regard to hairstyle pursuit behaviors according to lifestyle, the discriminative appearance management group showed the same characteristics as high involvement groups that regard all dimensions of hairstyle pursuit behavior as important. The results of this study can be used to suggest efficient operations for one-person hair salons and to suggest differentiated marketing strategies to increase the demand of one-person hair salon users.

Hair style allows consumers to express their aesthetic sense and individual beauty. However, due to the attributes of hairdressing services and the high expectations of consumers, complaints are increasing rapidly. This study examined the complaint behavior, compensation and hair salon patronage of consumers. Then, a model is presented that explains the complaint behavior for hairstyling, forms of compensation, and hair salon patronage through empirical analysis. This study was conducted by a survey method. A total of 399 questionnaires were used for the analysis. The data were analyzed using SPSS 23.0 and AMOS 23.0 statistical software. The dimension of complaint behavior for hair style included verbal complaints, non-verbal complaints in the salon and private complaints outside the salon. The forms of compensation included re-procedure, psychological, and material compensation. Hair salon patronage was one-dimensional. These results were obtained through exploratory and confirmatory factor analysis. Then the conceptual model was empirically analyzed by covariance structure analysis and obtained in final form through model modification. Verbal complaint behavior positively influenced re-procedure compensation. In addition, non-verbal complaint behavior had positive effects on psychological and material compensation. Hair salon patronage was positively affected by re-procedure and psychological compensation. However, private complaint behavior had a negative effect on hair salon patronage. The direct and indirect effects of the paths among variables were verified by analyzing the mediating effects of different forms of compensations. It is possible to establish differentiated marketing strategies with these findings for consumers with complaint behaviors by considering the forms of compensation.

The purpose of this study is to examine the health of beauty salon workers through the utilization of questionnaires concerning the extent of exposure to organic solvents found in the air of some beauty salons and any resultant symptoms in employees. The subjects were 36 employees from 10 beauty salons who agreed to participate in this study. The degree of exposure to organic solvents in the air of beauty salons was measured from September 1, 2008 to September 30, 2008. A survey of symptoms that occurred due to exposure to these solvents was also performed. The results were as follows: questionnaires were collected and analyzed from a total of 36 subjects. Of these, 28(77.8%) were female and 8(22.2%) were male. The mean age was 29.08. The mean working period was 7.13 years. Sixteen subjects attended programs at universities while 11 went to beauty schools for vocational education. When testing the concentration of organic solvents in the air of beauty salons, the highest value found was Isopropyl alcohol 511.85 ppb followed by butyl acetate, toluene, acetone, xylene, ethyl benzene, styrene, and chlorobenzene. A logistic regression analysis was performed as follows: the point of each factor was the dependent variable while sex, age, drinking, smoking, educational level, work experience, hairdresser’s license, and organic solvents were the independent variables. Statistically significant difference (p<0.05) was shown in the hairdresser’s license among Factor 1 and in Xylene among Factor 2; however, difference was not shown in the other variables.