헤어미용 서비스 인카운터지수(SEI)의 개발 및 측정에 관한연구

This study aimed to develop a Service Encounter Index (SEI) that reflects the situational characteristics of each service touchpoint in the hairdressing industry. To this end, in-depth interviews were conducted with hair salon professionals to derive the initial set of measurement items. These items were then refined and validated through a survey administered to general consumers, ensuring both reliability and validity of the final measurement tool. The analysis showed that the Service Quality Index (SQI) assigned the highest weights to the following dimensions in order: reliability, problem-solving, core service, kindness, internal environment, accessibility, and unexpected additional services. In contrast, the SEI showed the highest weights in the order of treatment, payment & greeting, consultation, additional services, environment, and reservation & reception. The average SQI score for hairdressing services was 73.8, with the highest scores in internal environment, kindness, reliability, core service, problem-solving, accessibility, and unexpected additional services, respectively. The overall SEI score was 77.8, with payment & greeting, environment, reservation & reception, treatment, additional services, and consultation ranked in descending order. Human factors were most prominent in reservation & reception, consultation, treatment, and payment & greeting, while equipment-related factors were dominant in additional services and environment. Furthermore, correlation analysis between the seven SQI dimensions and the six SEI dimensions revealed a statistically significant positive relationship between the two indices. This indicates that SEI alone can provide comparable explanatory power to SQI and can serve as a substitute index. The findings suggest that SEI offers a practical and encounter-based diagnostic tool for evaluating the quality of hairdressing services.