Research Paper : The Effects of the Esthetic Salons` Service Quality on the Service Loyalty

Lee, You Mi; Rhee, Nan Hee

Journal of the Korean Society of Cosmetology 2009;15(3):921-936.
Published online September 30, 2009.

피부미용실의 서비스 품질이 서비스 충성도에 미치는 영향

이유미, 이난희

Research Paper : The Effects of the Esthetic Salons` Service Quality on the Service Loyalty

You Mi Lee, Nan Hee Rhee

Abstract

The purpose of this study is to verify impact of the service quality necessary for establishing long-term relationship with customers upon relationship quality, switching cost and service loyalty, thereby providing the esthetic salons with a proper relationship marketing strategy to meet with characteristics of esthetic salons for the purpose of enhancing their competitiveness. For the analysis of the data, this paper used the SPSS version 16.0 and Amos version 16.0 for the frequency analysis, the factors analysis, the reliability analysis and the path analysis. All the research hypotheses were adapted. The results of the study suggest that service quality influences positively on relationship quality, and then relationship quality yields service loyalty. Also Relationship quality influences positively on switching cost and then switching cost influences positively on service loyalty. Each service quality dimension had a significant effect on satisfaction, trust, and the relative importance of service quality dimensions on satisfaction, trust followed the order of interaction(process) quality, outcome quality, and physical environment quality. It provides strategic implication points for marketers of service providing businesses by analyzing each category`s impact on relationship quality, highlighting what categories marketers need to focus on.

Key Words: Service Quality, Relationship Quality, Switching Cost, Service Loyalty