이용원 선택속성의 중요도 및 만족도가 고객 평가에 미치는 영향 : IPA 분석을 중심으로 = The Effects of the Importance and Satisfaction of Barbershop Selection Attributes on Customer Evaluation: A Focus on Importance -Performance Analysis(IPA)

다국어 초록 (Multilingual Abstract)

This study examined the effects of the importance and satisfaction of barbershop selection attributes on customer evaluation and identified priority areas for service improvement using Importance-Performance Analysis (IPA). A survey was conducted with adult male customers who had experience using barbershop services. The collected data were analyzed using importance-satisfaction gap analysis, IPA matrix analysis, and multiple regression analysis.
The results indicated that although differences between importance and satisfaction were not significant across all attributes, statistically significant gaps were observed in specific attributes, including hair coloring techniques, in-shop resting facilities, long-term operation, business hours, and equipment and materials. The IPA results showed that haircut techniques, shaving techniques, staff friendliness, price, and transportation convenience were positioned in the high-importance/high-satisfaction quadrant, whereas hair coloring techniques, shop cleanliness, resting facilities, and long-term operation were classified as high-importance/low-satisfaction attributes requiring improvement. Regression analysis revealed that both technical satisfaction and shop satisfaction were significantly influenced by technical competence and reputation when importance was used as an independent variable. In addition, staff service and accessibility had significant effects on shop satisfaction. When satisfaction variables were analyzed, the explanatory power of the satisfaction model was higher than that of the importance model for both technical satisfaction and shop satisfaction, with staff service satisfaction and accessibility satisfaction emerging as key predictors. In conclusion, customer evaluation of barbershop services was formed not only by technical performance but also by overall service experiences, including service processes and convenience factors. This study contributes to the literature by integrating IPA and regression analyses to provide a multidimensional understanding of barbershop selection attributes and offers practical implications for service quality management and strategic decision- making in barbershop operations.