미용실의 서비스 품질과 고객의 감정적 반응, 추천의도 및 이탈의도의 관계 = The Relationship among Beauty Shop`s Service Quality and Emotional Responses, Recommendation Intention, and Defection Intention of Customers

다국어 초록 (Multilingual Abstract)

This study was conducted for the purpose of identifying the correlations among beauty shop`s service quality and emotional response, recommendation intention and defection intention of customers. The subject of the research consisted of beauty shop`s customers and data collection was conducted through convenience sampling. The collected data was processed using SPSS 17.0 programs and subject to the t-test and one-way ANOVA. The results of this study are described below. First, the beauty shop`s service quality was classified by the tangibles, reliability, responsiveness, certainty and empathy quality. Also, emotional response was classified by the positive and negative emotion. Second, according to the analysis on the effects of beauty shop`s service quality on emotional responses, significantly effects were found in tangibles, certainty and empathy factors. Third, in terms of the effects of the positive emotional response of beauty shop`s customer on the customer recommendation intention, significantly positive effects were observed, while the negative emotional response of beauty shop`s customer had a negative impact on the customer recommendation intention. Fourth, in terms of the effects of the negative emotional response of beauty shop`s customer on the defection recommendation intention, significantly positive effects were observed. Fifth, there were partially differences in the beauty shop`s service quality and customer emotional responses by general characteristics. Finally, there were significant differences in the beauty shop`s customer recommendation intention by job and the beauty shop``s customer defection intention by age and monthly income.