프랜차이즈 미용실 이용고객의 이용만족도와 재이용에 영향을 미치는 요인

This study was conducted to provide basic data, contribute to the attraction of customers, and assess those factors that effect customer satisfaction and intent to patronize a store again for customers of franchise beauty stores. Results were as follows: There was a statistically significant difference in disposable income per month in regards to general characteristics and in the period of utilization among beauty stores using characteristics of service quality. There were statistically significant differences in job, years of education, income per month, and disposable income per month regarding customer satisfaction. There were statistically significant differences in age and disposable income per month regarding the intention to return to the store and this was higher by age and in higher group of disposable income per month. The factors effecting satisfaction in patronizing the beauty store were main using the beauty store, service quality, environmental factors, human factors and additional factors. The factors effecting the intent to return to the store were age, period of utilization, and service quality. Based on the above, the author considers that complementary countermeasures in factors such as service quality, environment, personnel ad additional factors are required in order to improve the degree of customer satisfaction with franchise beauty stores.