서비스 품질 평가가 서비스 가치와 고객만족 및 관계성에 미치는 영향

Abstract

The purpose of this study is to understand the important variables of which affect the beauty shop customers' re-intention, and to present and verify the conceptual construct of customers' re-intention. Also this study grasp the point to how the service value and relationship affect the re-intention what were neglected in the service marketing literature before. The details of purpose are followed. First, to retest the causal relationship between the service quality and consumers' satisfaction. Second, to verify the causal relationship between the service value, relationship and re-intention. Third, to make empirical analysis with subjects who using beauty shop service, to verify the structural relationship between service quality, re-intention, service value and consumers' satisfaction. The results of this study are First, there are significant positive relationship between the service quality and service value, and the service value was perceived with the perceived difference of service quality, cost and the sacrifice factor of time. Second, the higher of the service quality, the more of the customers' satisfaction and relationship. Third, there are significant positive causal relationship between the service value, customers' satisfaction and relationship. Fourth, the relationship between customer and service provider that the customers perceived have positive causal relationship with re-intention, but the customers' satisfaction and the service value did not have direct influence on the re-intention, it means the importance of relationship suggested by Crosby(1990) and Dwyer(1987). Fifth, the service value, customers' satisfaction and the relationship have mediating role, namely that the customers' satisfaction and service value → service quality → service value → customers' satisfaction → re-intention. This result verify the Casual Relationship of Cronin and Taylors. Sixth, much of preceding studies about the service quality and service value were made in the field of hotel or restaurant, but this study was made with the beauty shop users, and this is the significance of this study also.