| 고객의 성격유형에 따른 뷰티샵별 인적서비스 선호도와 재방문에 관한 연구 |
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박은정, 박옥련 |
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| Research Paper : Study on Human Service and Customer`s Revisit According to Their Big Five Personality Trait in the Beauty Shop Setting |
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Eun Jung Park, Ok Lyun Park |
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| Abstract |
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In terms of the consumer behavior according to the beauty shop type, there were significant differences in the number of monthly visits, monthly expenses, duration of use, reason of the first visit, information source, the type of the beauty shop, reason of visit, priority for the visit, preferred beauty service, and preferred benefit. For the effect of the customers` personality trait on the expertise of the beauty shop, hair salon and extraversion, aesthetics and conscientiousness, and nail shop and neuroticism showed significant differences compared to the other types of beauty shop. In terms of the effect of the customers` personality trait on their appearance, hair salon and extraversion, aesthetics and conscientiousness, and nail shop and openness, extraversion, neuroticism and conscientiousness showed significant differences compared to the other types of beauty shop. For the effect of the customers` personality trait on the shop staffs` customer service, hair salon and extraversion, aesthetics and neuroticism, extraversion, and openness, and nail shop and neuroticism and conscientiousness showed significant differences compared to the other types of beauty shop. In terms of the effect of the customers` personality trait on their interaction with the staffs, hair salon and neuroticism and extraversion, aesthetics and openness, and nail shop and neuroticism showed significant differences compared to the other types of beauty shop. Finally, for the effect of the beauty shop`s type on their customer`s return visit to the shop, hair salon, aesthetics and nail shop showed significant effect; and aesthetics showed the largest effect among them. |
| Key Words:
Beauty shops, Personality trait, Human service, Revisit |
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