미용실의 소비경험과 소비자 감정반응 관계연구: 프랜차이즈점포와 독립점포를 중심으로

This study tries to find out the difference between franchise stores and independent stores about the effect of the consumption experience of beauty salons on customers' emotional responses. A survey of consumers with experience using hair salons was conducted from April 20 to May 31, 2019. The selection of the samples was conducted for customers using a single hair salon operating at several branches of the same brand hair salon, and without a single branch, and 316 parts of the survey A total of 308 copies of the collected questionnaire were used for empirical analysis, except for 8 parts that were not completed or were not answered faithfully. According to the survey, it is analyzed that among the consumption experiences of beauty salons, franchises have a significant influence on positive feelings in the order of service excellence, symbolism, and entertainment. It is analyzed that independent stores affect the order of entertainment, symbolism, and service excellence. On the other hand, it was analyzed that the negative emotional factors significantly affect service excellence and commonality in franchise stores, and the service excellence and symbolism in independent stores. As such, it is important to improve the quality of service in order to relieve consumers' negative feelings and raise positive feelings at hair salons, and consumers will be able to elicit positive feelings if they experience that it is consistent with the emotions they can feel in the procedure or the image they can express themselves and stand out.