고객이 지각하는 서비스진정성이 관계품질에 미치는 영향: 미용서비스 산업을 중심으로

This study was conducted on the influence of service authenticity perceived by customers on satisfaction and relationship quality improvement in the beauty service industry, targeting people in their 20s to 50s who had experience using beauty services. The survey period is from March 1 to March 15, 2023, and a total of 308 questionnaires were finally analyzed. As a result of the analysis, the sub-factors of service authenticity were employee authenticity, customer-oriented authenticity, symbolic authenticity, and process authenticity, and relationship quality consisted of trust and commitment. As a result of examining the impact of service authenticity on satisfaction, it was found that as employee sincerity and symbolic authenticity increased, consumers’ satisfaction increased. As a result of examining the impact of service authenticity on relationship quality, it was found that as employee sincerity, symbolic authenticity, and customer-oriented sincerity increased, consumers’ trust increased, and as employee sincerity and customer-oriented sincerity increased, commitment increased. In the relationship between satisfaction and relationship quality, the satisfaction felt while using a hair salon was found to have a high influence on trust, commitment, and relationship formation. Through this study, it was confirmed that it is necessary to discover and strengthen the characteristics of service authenticity that precede relationship quality and improve satisfaction.