| 서비스제공자의 외모가 만족에 미치는 영향 -헤어미용 서비스산업을 중심으로- |
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김은정 |
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| Research Paper : The Effects of Employee`s Attractiveness on the Customer Satisfaction -Focusing on Hair Beauty Service- |
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Eun Jeong Kim |
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| Abstract |
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Service quality in marketing is very important, because poor quality places a firm at a competitive disadvantage. If customers perceive quality as unsatisfactory, they may be quick to take their business elsewhere. Recent years have witnessed a veritable explosion of discontent with service quality at a time when the quality of many manufactured goods seems to have improved significantly. To measure customer satisfaction with different aspects of service quality, Parasuraman, Zeithamal, and Berry (1988) developed a survey research instrument called SERVQUAL. In its basic form, the scale contains 22 perception items and a series of expectation items, reflecting the five dimensions of service quality. Although SERVQUAL has been widely used by service companies, there are doubts regard to the dimension of tangibles. The dimension of tangibles is defined as `appearance of physical elements`. When most researchers evaluate employees in appearance, they actually do measure the neat of wearing apparel. The purpose of this study is to show that attractiveness of employees is an important dimension as well as the other dimensions. A questionnaire survey of 297 respondents was conducted to find out the role of employees` attractiveness in service quality evaluation of beauty hair shop. The empirical results of this study can be summarized as follows. Firstly, exploratory factor analyses and confirmatory factor analyses showed that attractiveness should be considered as an important service dimension which is a different one from the five service dimensions of SERVQUAL (i.e., tangibles, reliability, responsiveness, assurance, empathy). Secondly, the employees` attractiveness and two service quality factors (reliability, empathy) significantly influenced the customer satisfaction. |
| Key Words:
Employees` Attractiveness, Service Quality, SERVQUAL, Tangibles |
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