The Effect of the Convenience of Beauty Service on the Value Consumption, Customer Satisfaction, and Behavioral Intention of Users of Nail Beauty Service

In order to discuss sustainable growth plans for the foot management service of nail shops, this study attempted to explore the factors affecting the satisfaction of consumers with experience in problematic foot care. The main results of this study are summarized as follows. First, as a result of examining the compositional dimensions of the service quality factor and problematic foot care satisfaction of nail shop, the four service quality factors of nail shop, diversity, reliability, communication, and expertise, are economic value and emotional value, respectively. Second, as a result of examining the demographic characteristic factors that cause a difference in procedure satisfaction in problematic foot care, there was a difference in procedure satisfaction according to their average monthly nail shop visit frequency and problematic foot type. Specifically, consumers who visited every week were more satisfied with the procedure than consumers who visited once a month, and consumers who suffered from Hyperkeratosis type and Toenail athlete's foot were more satisfied after the procedure than consumers who suffered from any others. Third, as a result of examining the effect of consumer's perception of service quality factors and problematic foot care on consumer satisfaction, operator expertise had a positive effect among service quality factors of nail shops, and economic value had a positive effect on value recognition factors. Based on these facts, this researcher presented the following two suggestions. First, in order to increase consumers' satisfaction with the problematic foot care of nail shops today, it is necessary to conduct retraining that can cultivate the expertise of procedures. Second, it is necessary to prepare a plan to increase the economic value of foot care to them by introducing a method different from existing treatments and procedures.

Section: 서 론unclassified

A Study on the effect of Service Quality Factors and Consumer Value Perception on the Satisfaction of Problematic Foot Care in Nail Shop

Choi¹

2022

The Effects of Anxiety over COVID-19 on Purchase Behaviors in Beauty Services

Hong¹

2021

This study covered 219 males and females in their 20s~50s living in Seoul and Gyeonggi-do areas. SPSS v. 21.0 was used to analyze the data. The purpose of this study was to identify the effects of anxiety over COVID-19 on purchase behaviors in beauty services and the results are as follows. First, based on an analysis of the effects of anxiety over COVID-19 on abstention, there were significant positive results, meaning that more anxiety leads to more abstention. Second, based on an analysis of the effects of anxiety over COVID-19 on the preferences, there were significant positive results, meaning that more anxiety leads to more preference behaviors. Third, based on an analysis of the effects of anxiety over COVID-19 on expected behaviors, there were significant positive results, meaning that more psychological anxiety leads to more expected behaviors pertaining to beauty services. Summing up, the social anxiety over COVID-19 makes people abstain from beauty services or reduces the use. People prefer one-person shops to large franchise shops where congestion may occur. It is also assumed that psychological healing where stress and depression disappear as one uses beauty services leads to expected purchase behaviors. Considering these points, we can assume that the beauty industry should thoroughly manage disinfection and hygienic affairs and use reservation system where only a very few people can come and this will make anxiety disappear. This will remove problems of the beauty services that necessitate contacts with people and increase purchase behaviors.

A Study on the Effect of Nail Shop and Self-nail Service Factors on Consumers' Perception of Value: Focusing on Emotional Value and Economic Value

Lee¹,

Kwon²

2022

In this study, in the era of prosuming, we compared the aspect of value provided by self-nails to consumers and the aspect of value provided to consumers by professional nail services provided by existing experts, and derived key elements of each nail service. In order to achieve the purpose of this study, established a research model and analyzed the responses of a total of 293 people through the questionnaire method. The main research results of this study according to the above research objectives and methods are summarized as follows. First, as a result of examining the effect of service factors of professional nail service on consumers' value perception, reliability and communication factors had a statistically significant positive (+) effect on emotional value, and the influence of reliability was stronger. On the other hand, reliability had a statistically significant positive (+) effect on economic value. Second, as a result of examining the effect of self-nail service factors on consumers' value perception, rationality and convenience factors had a statistically significant positive (+) effect on emotional value, and the influence of rationality was stronger. On the other hand, diversity, rationality, and convenience all had a statistically significant positive (+) effect on economic value, and rationality had the strongest influence as well. Based on the above discussion, the professional nail service should recognize the importance of maximizing the professional competence of a nail artist perceived by customers, and honing his/her competence as a nail care expert according to the changes of the times. Also for self-nail service, a more convenient and safe product should be released for the procedure and post-procedure detachment so that a rational choice can be made in consideration of the customer’s procedure, personal hygiene, and health. Also, it is thought that a priori demand survey to understand consumer needs should be followed one after another.