피부미용샵의 서비스 가치가 고객만족과 충성도에 미치는 영향

The purpose of this study was to provide basic data and information for skincare shop managers and employees to help them in achieving competitive shops. For the purpose, the effect of the service value of skincare shops on customer satisfaction and loyalty was examined. A survey was conducted on skincare shops located in Gwangju and Jeonnam from February 1 to February 28, 2025, and data from 320 questionnaires were analyzed finally. For the analysis of the collected data, frequency analysis, factor analysis, descriptive statistics analysis, correlation analysis, and regression analysis were performed using SPSS 25.0. The validity and reliability of the instrument were confirmed through factor analysis. Service value was found to have three factors, social value, emotional value, and functional value, and customer satisfaction and loyalty were confirmed to have one factor each. The descriptive statistics of the main variables and the correlation analysis between each variable showed a positive(+) correlation between the sub-factors of service value and customer satisfaction and loyalty, respectively, and between customer satisfaction and loyalty. The mediating effect of customer satisfaction was analyzed in the relationship between service value and loyalty, and the input of customer satisfaction was found to partially mediate the effect of sub-factors of service value on loyalty. These results show the importance of customer satisfaction in the operation strategy of skincare services. The improvement of customer satisfaction through means such as improving skincare service value required by customers and developing new treatments is expected to increase loyal customers and thus lead to revisiting and voluntary word-of-mouth promotion.