The purpose of this study were 1) to examine the conceptual structure of outcome quality and process quality of beauty service, 2) to investigate the relationships among beauty service quality, consumer satisfaction, word-of-mouth reputation and perce...
The purpose of this study were 1) to examine the conceptual structure of outcome quality and process quality of beauty service, 2) to investigate the relationships among beauty service quality, consumer satisfaction, word-of-mouth reputation and perceived risk, and 3) to find out the effects of related variables on consumer satisfaction.
The questionnaire was developed based on pretest and previous studies, and completed by 435 female consumers that experienced beauty serve during about one month in Busan.
First, factor analysis showed that the process quality of beauty services consisted of four factors, such as Employee Service, Physical Service, Time-saving Service, and Economic Service. And the outcome service quality consisted of two factors, such as Socio-psychological service, Functional service.
Second, the higher word-of-mouth reputation and the lower perceived risk were the higher perceived beauty service quality and the more satisfied with service.
Third, the process quality of beauty service, word-of-mouth reputation, socio-psychological service quality effected on consumer satisfaction. Especially, the employee service was very important on consumer satisfaction.