프랜차이즈 미용실에 관한 인식이 프랜차이즈 미용실브랜드 이미지와 만족도에 미치는 영향

Although the appearance of franchise beauty salon increased the user class and the demand size of hairdressing industry, but there also increase a lot of problems like the creation of profits and the polarization among beauty salons due to the red ocean phenomenon and the standardization of skills reducing gaps between beauty salons. So the hairdressing service industry now requires some effective marketing strategies integrating the skills and the management, some differentiated programs, the establishment of positive image of beauty salon’s brand. Therefore this study aimed to propose some ways to improve and to grow up the beauty salon’s brand image to beauty-salon founders and the executive managers by investigating how the consumer’s perception on a franchise beauty salon influenced on the consumer’s brand image and brand satisfaction level. For this purpose, this study analyzed the data gotten from total 258 copies of questionnaire in using the SPSS 21.0, a statistical program, and conducted the factorial analysis, the reliance analysis and the multiple regression analysis. As the results from analyzing the data, for the aspect of consumer’s perception on franchise beauty salon, the trust-centering type’ occupied the highest rate, and followed the ‘environment-centering type’, and the ‘price-centering type’ in order, and for the aspect of consumer’s brand image of franchise beauty salon, the ‘physical image’ had the highest rate and followed the ‘service-image’, and for the aspect of consumer’s satisfaction level on franchise beauty salon, the ‘consumer’s satisfaction’ was identified. Finally, as the results from analyzing the data about consumer’s brand image of franchise beauty salon and satisfaction on franchise beauty salon, it was found that the factors of ‘environment-centering type’ and ‘trust-centering type’ among the factors about consumer’s perception on a franchise beauty salon significantly influenced on a franchise beauty salon’s ‘physical image’ and ‘service image’, and of the factors about consumer’s perception on a franchise beauty salon, the ‘trust-centering type’ factor influenced on the ‘consumer’s satisfaction’ factor the most significantly. From the above results, it could be known that because customers using a franchise beauty salon felt more trust on hair designers working in franchise beauty salons and thought such franchise beauty salon had better services and environment, so they preferred for and were satisfied on the brand of franchise beauty salon. If the foundation to progressively promote original brands and develop their images are set on the basis off these data, it is considered that this study will be helpful in attracting new customers and increasing the customer’s satisfaction on their hairdressing procedures as well as improving a beauty salon’s sales.