서비스 구매 행동 후 고객 이탈 요인에 관한 연구: 미용서비스를 중심으로

The customer defection factor of the beauty service industry was found in four elements of beauty service quality. The effects of interaction service quality, environment service quality, waiting service quality and outcome service quality on customer defection were empirically verified. And the strength of the influence of each factor of beauty service quality on customer defection was verified. In addition, each factor constituting beauty service quality was verified to have a moderating effect of switching cost on customers’ defection intention after experiencing beauty service. As the result of the study, if the quality of beauty service was high, it had a positive effect on reducing customer defection. And the result of analyzing the size of the relative strength of each factor on the customer defection intention was in the following order: outcome service quality, interaction service quality and waiting service quality. But in the case of environment service quality, it was found to be insignificant and was excluded from the relative influence. Regarding the moderating effect of switching cost, interaction service quality, environment service quality, and outcome service quality were shown significant results in the customers’ defection intention. However, in the case of waiting service quality, there was no moderating effect in relation to customers’ defection intention. Through this study, service providers can reduce customer defection by improving beauty service quality and increasing switching costs. In addition, performing a marketing strategy in consideration of the strength of each factor of beauty service quality can retain existing customers and increase customer satisfaction to become loyal customers. Through this, it can be used as a means of differentiation to strengthen competitiveness in the beauty service environment.