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논문 기본 정보

자료유형
학술저널
저자정보
하주희 (동명대학교) 태동숙 (동명대학교)
저널정보
한국화장품미용학회 한국화장품미용학회지 한국화장품미용학회지 제14권 2호
발행연도
2024.9
수록면
387 - 397 (11page)

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초록· 키워드

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As society becomes increasingly industrialized, the pursuit of individual happiness and a higher quality of life has intensified. This societal shift has significantly contributed to the quantitative growth of the beauty industry. However, with this expansion, the incidence of service failures has also escalated. Consequently, this study aims to explore the structural relationships among service recovery fairness. Customer satisfaction, loyalty, and switching intention after the beauty service failure situation. The findings of this research are intended to propose efficient measures to improve beauty industry management, offering empirical data to stimulate the sector. To achieve the goal of this study, survey targeted customers in the Busan area who had experienced service failures, utilizing both in-person questionnaires and Goolge Forms. A total of 311 valid responses were collected for analysis. The data was processed using SPSS 29.0 and AMOS 29.0, employing various statistical techniques including reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling. The results revealed several key insights: Firstly, all three dimensions of service recovery fairness, specifically distributive fairness, procedural fairness, and interactional fairness, were found to exert a positive influence on customer satisfaction. Secondly, enhanced levels of customer satisfaction were shown to have a significant positive impact on customer loyalty. Thirdly, an increase in customer loyalty was associated with a corresponding decrease in the switching intention. These findings suggest that to effectively improve customer satisfaction, strengthen loyalty, and reduce the likelihood of switching intentions following a service failure in the beauty industry, it is essential to implement systematic customer service training with a specific focus on service recovery. Such an approach is likely to foster more sustainable business practices and cultivate long-term customer relationship within the beauty sector.

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ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구 결과 및 고찰
Ⅴ. 결론
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