출장메이크업과 뷰티샵 메이크업 서비스에 대한 만족도 비교연구 = A Comparative Study on Satisfaction Level with On-Site Makeup Service and Beauty-shop Makeup Service

다국어 초록 (Multilingual Abstract)

A Comparative Study on Satisfaction Level with On-Site
Makeup Service and Beauty-shop Makeup Service

ku Eun-Mi

Department of Art Design in Living
Graduate School of Design, Daegu University
Gyeongbuk, Korea

Supervised by Prof. Choi Yeong-Rim

(Abstract)

The purpose of this study was to examine the changing awareness of people in general about makeup, their use of makeup service, preference for on-site makeup service and beauty-shop makeup service and satisfaction level with the two kinds of service in an effort to provide some information on sales strategy setting for makeup service. It's ultimately meant to accelerate the development of makeup service that has newly come into spotlight in the beauty industry.
The subjects in this study were 400 selected people in general across the nation. A survey was conducted from February to May, 2014, to see whether there would be any differences in preference for on-site makeup service and beauty-shop makeup service and in satisfaction level with the two. The answer sheets from 368 respondents were gathered.
The collected data were analyzed by a SPSS(statistical package for social science) WIN 20.0.

The brief findings of the study were as follows:
First, concerning demographic characteristics of gender, age and marital status, many of the respondents were female, in their 30s to 50s, and were married. It showed that the main consumers of makeup service belonged to the middle or upper classes. They had a bigger preference for on-site makeup service and were more satisfied with it.
Second, as to the goal of using makeup service, engagement ceremony and first-birthday party were the most common reason, which implied that makeup service was frequently used for family events. The most dominant route by which they made use of makeup service was the recommendation of families, friends or acquaintances. They had a tendency to give top priority to price and professionalism when they chose a beauty salon. In relation to the selection of the place for the service, there were little differences in preference for on-site service and beauty-shop service.
Third, on-site makeup was more preferred and satisfactory overall. To be specific, this makeup was more favored in terms of convenience. In terms of satisfaction level, on-site makeup was also preferred, and this makeup was more favored in terms of sanitation as well. As for an intention of reuse, many had an intention to use on-site makeup service again.
Fourth, on-site makeup was more preferred in terms of convenience. The reason was that the consumers were able to be provided with the service at the place they wanted, and that they didn't have to visit a beauty salon nor had to take time to do that.
Fifth, regarding preference and satisfaction level according to marital status, the married consumers had a bigger liking for both kinds of service than the unmarried ones, and the former was more satisfied with the two than the latter. The married respondents had a more intention to reuse the service.
The above-mentioned findings illustrated that on-site makeup service was more preferred and more satisfactory than beauty-salon makeup service. It signified that on-site makeup service was already one of well-established services in the beauty industry. Specifically, that was considered better in terms of both convenience and satisfaction level, which affected decision making about reuse.

목차 (Table of Contents)

• 목 차
• Ⅰ. 서 론 1
• 1. 연구 목적 1
• 2. 연구 문제 3
• Ⅱ. 이론적 배경 4
• 1. 메이크업의 정의 4
• 2. 출장메이크업 6
• 3. 뷰티샵메이크업 8
• 1) 피부관리샵 8
• 2) 네일샵 9
• 3) 웨딩샵 9
• 4) 헤어샵 9
• 5) 메이크업샵 10
• 4. 메이크업 서비스 만족도 10
• Ⅲ. 연구방법 15
• 1. 연구과제 15
• 2. 연구대상 및 자료수집 15
• 3. 조사도구 15
• 4. 분석방법 21
• Ⅳ. 분석 결과 22
• 1. 인구통계학적 특성 22
• 2. 신뢰도 분석 24
• 3. 메이크업 서비스 이용실태 25
• 1) 메이크업 서비스를 받은 목적 25
• 2) 메이크업 서비스 이용 경로 26
• 3) 메이크업 서비스 정보 선택 경로 27
• 4) 메이크업 업체 선택 시 고려사항 28
• 5) 메이크업 서비스 이용 장소 및 이용 횟수 29
• 6) 메이크업 서비스 중 선호하는 혜택 30
• 7) 메이크업을 이용하게 된 계기 31
• 8) 메이크업 & 헤어 서비스 이용 금액 32
• 9) 메이크업 서비스의 범위 33
• 10) 메이크업 서비스 희망 장소 34
• 4. 출장메이크업과 뷰티샵메이크업의 비교 분석 35
• 1) 출장메이크업과 뷰티샵메이크업의 선호도와 만족도 비교 35
• 2) 결혼 여부에 따른 출장메이크업의 선호도와 만족도 비교 43
• 3) 결혼 여부에 따른 뷰티샵메이크업의 선호도와 만족도 51
• 4) 연령에 따른 출장메이크업의 선호도와 만족도 비교 59
• 5) 연령에 따른 뷰티샵메이크업의 선호도와 만족도 비교 68
• Ⅴ. 결론 및 제언 77
• 참고문헌 80
• Abstract 83
• 부 록 86