화장품 판매원의 서비스 품질이 브랜드 만족, 신뢰, 애호도에 미치는 영향 = Influences of Cosmetics Salesperson`s Service Quality on Brand Satisfaction, Trust and Loyalty

다국어 초록 (Multilingual Abstract)

The study intended to identify sub-level of service quality of cosmetics salesperson with women university students with high purchasing rate for cosmetics and through empirical analysis, investigate influences of cosmetics salesperson’s service quality on satisfaction, trust, and brand loyalty in integrated way. As a result of study, tangibles and trust among sub-level of service quality affected brand satisfaction and trust; trust and empathy affected brand loyalty; satisfaction affected trust; satisfaction and trust affected brand loyalty. Soit could be known that there was difference in influences on brand satisfaction, trust, and loyalty according to sub-level of service quality of cosmetics salesperson. This study would provide basic material useful for establishing differentiated sale service strategy for sales increase and competitiveness for a company by substantially investigating influences of service quality of cosmetics salesperson on consumer’s behavior.