미용실 매장품질이 만족도에 미치는 영향: 서비스 진정성의 매개효과를 중심으로

The purpose of this study is to investigate the sub-factors of hair salon store quality and to analyze the mediating effect of service authenticity by analyzing the effect of hair salon store quality on satisfaction. A self-administered questionnaire survey was conducted on male and female adults over 20 years old living in Korea. From August 1, 2023 to August 16, 2023, an online survey was conducted through a specialized research company. A total of 572 questionnaires were used as final analysis data, and the collected data were analyzed by frequency analysis, factor analysis, multiple regression analysis, and three-step mediated regression analysis using SPSS 25.0 statistical package program. As a result of the analysis, all factors except aesthetics among hair salon store quality factors showed a significant effect on satisfaction. Functionality, cleanliness, and convenience factors showed a significant effect on service authenticity, and service authenticity factor also had a significant effect on satisfaction. As a result of verifying the mediating effect of service authenticity, it was found that functionality, convenience, and cleanliness partially mediated the effect on satisfaction. Based on the results of this study, it is considered that strengthening the overall hair salon store quality and providing authentic service to customers will increase customer satisfaction and realize the competitive advantage of beauty salon. This study is different from previous studies in that it empirically examined and analyzed the mediating effect of service authenticity by identifying the effect of hair salon’s tangible and intangible store quality on satisfaction.