토탈미용실의 직원 전문성이 소비행동에 미치는 영향

This study was conducted to investigate the impact on employee expertise and customer satisfaction of the domestic beauty industry, which is operated as an integrated (hair, nail, makeup) beauty salon, which is increasingly specialized as a beauty service industry that creates high added value and is attracting attention as a growth industry. A self-administered survey was conducted a total of 5 times from March 12, 2023 to May 12, 2023, targeting women in their 20s to 40s who had experience visiting integrated (hair, nail, and makeup) beauty salons in the Seoul area. A total of 324 valid samples were used in the empirical analysis. As a result of analyzing the effect of integrated analysis results (hair, nail, makeup) beauty salon expertise on evaluation-oriented consumption behavior factors, women’s intensive expectation-type expertise and style specialty expectation-type expertise have a significant positive effect on evaluation-oriented consumption factors of consumption behavior (+), and in consumption factors that emphasize style of consumption behavior, female-focused expectation-oriented expertise was found to have the greatest influence, and in consumption factors that emphasize consumption behavior atmosphere, female-focused expectation-oriented expertise was found to have the greatest influence. It was found to have an effect. Through this study, it was concluded that the service quality level of integrated (hair, nail, and makeup) beauty salons affects customers’ positive choices, and thus the expertise of employees affects customers’ consumption behavior. This study was conducted in the field of beauty services. Considering the importance of relationships with customers, it is believed that there is a need to expand and strengthen employee service training to improve qualitative service.