KS-SQI를 활용한 헤어샵 유형별 서비스품질 및 고객만족도

Despite continuous efforts to strengthen service capabilities beyond technology-oriented management methods, the hair and beauty service industry has limitations in that most of the previous studies that studied service quality are “SERVQUAL” and “SERVPERF” developed abroad. Therefore, research is needed to be supported for its limitations and use of a specific measurement model suitable for the local and domestic service industry, and the need for in-depth research that subdivides the types of hair shops is raised in consideration of quantitative expansion and various types of current situations. Thus, in this closely conducted study, the types of hair shops were subdivided into franchises, local brands, and small enterprises hair shops using the service quality measurement model “KS-SQI” which was jointly developed by the Korea Standards Association and the Seoul National University Management Institute. Based on these analyses and results, it is purposely to provide basic data and information that are helpful and essential for the improvement and development of service quality in the hair beauty service industry. The subject matters of this study were carefully selected for the main target markets who have used these specific types of hair shop service more than once within the past three months, and it has specified research locations in Gwangju Metropolitan City, and a total of 480 copies were used as final analysis data with 160 copies each. Statistical processing of data was analyzed using the SPSSWIN21.0 Program, and frequency analysis, exploratory factor analysis, multiple regression analysis were also performed. As a result, there was a noticeable difference in the effect and impact of service quality on customer satisfaction according to the type of hair shop. Thus, the service providers’ efforts and quality services are very essential for recognizing and meeting insufficient service quality factors for each type of hair shop, and recognition of the importance of the physical environment and the fundamentals of service as well will improve and exceed the satisfaction of customers visiting the hair shop for acquiring of services.