미용 서비스 스케이프가 충성도에 미치는 영향

In this study, due to the increase in the number of saturated beauty salons, today’s beauty companies can gain an advantage in competition with other brands only when they have both the physical environment and the human factors that require the designer’s technical expertise as remarkable marketing factors. This study is It is about the effect of the servicescape of the salon (service environment, design environment, synesthesia environment) on loyalty, and the research is meaningful in suggesting an effective marketing plan for the salon service and a marketing plan for the salon through the results. Having experience visiting beauty salons. An online survey was conducted on male and female consumers in their 20s to 50s or older, and a total of 430 questionnaires were used as the final analysis data. The results of this study are as follows. First, it was found that the servicescape of the beauty salon had a statistically significant positive (+) effect on loyalty in the order of service environment and design environmental factors. Second, the servicescape was found to have a significant positive (+) effect on the intention to revisit in the order of service environment, design environment, and synesthesia environmental factors. In the domestic beauty industry, it can be said that it is an important task to clearly grasp the characteristics of the beauty service escape and incorporate it into marketing factors in order to increase customer loyalty and attract revisit. This is important in that it can lead to attachment to destinations of customers visiting beauty salons and formation of beauty salon brand image and revisit, leading to sales, and it is expected to serve as the basis for basic data necessary when establishing a new service marketing strategy for beauty salons.