헤어샵의 지각된 서비스품질이 신뢰와 관계지속의도에 미치는 영향

This study aims to provide meaningful implication on the formation of relationship with customers by analyzing the influence of hair shop’s perceived service quality and trust on relationship intention. For this purpose, service quality composed of physical environment, interaction, and result quality was measured using Brady and Cronin(2001)’s three-dimensional model, and its influence on trust and relationship intention was empirically analyzed. The survey was conducted targeting adult male and female customers to hair shop, and the research model was verified using structural equation. The result showed all of the physical environment, interaction and result quality had significant positive influence on the trust. The interaction and result quality also had significant positive influence on relationship intention while physical environment quality did not have significant influence on the the relationship intention. Meanwhile, the trust showed significant positive influence on the relationship intention, and the interaction quality was proved to have the biggest influence on the trust and relationship intention. This implies that differentiated service through physical environment quality had its limit despite hair shops’ efforts to strengthen their competitiveness by improving their physical facility and equipment. As the relation with customers is even more important in the market where competition is intensifying, this study confirmed the interaction quality is the most crucial factor in the formation of relationship with customers.