| 미용실고객의 DiSC 행동유형에 따른 상담서비스만족도가 재방문의도에 미치는 영향 |
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하성현, 이윤현, 양은진, 김성남 |
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| Research Paper : DiSC Behavioral Types According to the Hair Salon Customers The Impact of the Counseling Service Satisfaction to Revisit |
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Sung Hyun Ha, Yune Hyun Lee, Eun Jin Yang, Sung Nam Kim |
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| Abstract |
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The current beauty service industry already in quantitatively saturated condition has intense competition due to factors like larger scale and quantitative increase of beauty salons. Applying service marketing that can satisfy customers` various and high service desires might be the development direction of beauty industry, instead of excessive price competitions in the same field. This study aims to examine the influence of counseling service satisfaction in accordance with DiSC behavioral types on overall satisfaction and re visit intention, to research suitable counseling techniques and to bring in qualitative improvement of beauty service industry by creating high values based on customer satisfaction marketing. In the study results, all the DiSC behavioral types of the study subjects showed that counseling service satisfaction had positive influence on re-visit intention, and among them, i-type which is cheerful and fond of talking to people was the most influenced by it. It means that beauty service industry is changing from the past marketing focusing on beauty techniques to emotional and relational marketing. If we develop manuals of beauty counseling service for each behavioral type based on this study results and then apply them to the field of beauty service, it is considered to play an essential role to bring in qualitative improvement of marketing through customer satisfaction. |
| Key Words:
DiSC behavioral types, Counseling service satisfaction, Overall satisfaction, Re-visit intention and satisfaction marketing |
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