The Effects on the Satisfaction and Behavioral Intention for Beauty Service Quality Risk Perception Factors of MZ Generation

Han'gug miyong haghoeji Pub Date : 2023-10-31 DOI:10.52660/jksc.2023.29.5.1307

Yeon-Sook Song

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Abstract

This study investigated the degree of influence of risk factors on beauty service quality on satisfaction with beauty service quality and intention to use beauty shops among MZ generation women in Daejeon, Chungcheong province. The results are as follows. The risk perception of beauty service quality was similar for both Generation M and Generation Z, and no statistical significance was found. In satisfaction with beauty service quality, Generation M was found to be slightly higher than Generation Z in physical, economic, performance, and service quality. The perception of intention to use beauty shop services was similar between Generation M (M=4.24) and Generation Z (M=4.12), and there was no statistically significant difference. Technical, physical, economic, performance, and environmental risk perception, which are sub-areas of beauty service quality risk perception, had a negative correlation with service quality satisfaction and beauty shop service use behavior intention. The sub-area of beauty service quality satisfaction was found to have a positive correlation with the behavioral intention to use beauty shop services. In addition, in the impact of beauty service quality risk perception on beauty service quality satisfaction, technical, performance, and environmental risk perception were found to have a significant negative influence. In the impact of beauty service quality risk perception on the intention to use beauty shop services, technical and environmental risk perception were found to have a significant negative influence. In the impact of service quality satisfaction on the intention to use beauty shop services, technical, performance, and environmental satisfaction were found to have a significant positive(+) effect, and physical satisfaction was found to have a significant negative(-) effect. Therefore, it is believed that the results of this study can be used not only as basic data for research in this field, but also as data for marketing strategies.

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MZ一代美容服务质量风险感知因素对满意度和行为意向的影响

本研究旨在调查忠清大田市MZ世代女性美容服务品质风险因素对美容服务品质满意度及使用美容店意愿的影响程度。结果如下:M一代和Z一代对美容服务质量的风险感知相似，但无统计学意义。在对美容服务质量的满意度方面，M一代在身体、经济、性能和服务质量方面略高于Z一代。M世代(M=4.24)与Z世代(M=4.12)对使用美容院服务意向的感知相似，差异无统计学意义。技术、物理、经济、绩效和环境风险感知是美容服务质量风险感知的子领域，与服务质量满意度和美容店服务使用行为意愿呈负相关。发现美容服务质量满意度分区与使用美容院服务的行为意愿呈正相关。此外，在美容服务质量风险感知对美容服务质量满意度的影响中，发现技术、绩效和环境风险感知对美容服务质量满意度有显著的负向影响。在美容服务质量风险感知对美容院服务使用意愿的影响中，发现技术风险感知和环境风险感知具有显著的负向影响。在服务质量满意度对美容院服务使用意愿的影响中，发现技术、性能和环境满意度具有显著的正向(+)效应，发现物理满意度具有显著的负向(-)效应。因此，我们认为本研究的结果不仅可以作为该领域研究的基础数据，也可以作为营销策略的数据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Han'gug miyong haghoeji

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