Asian J Beauty Cosmetol. 2007; 5(2): 91-109.
A study on complaining behaviors by the aesthetic
The purposes of this study were to examine the major significant factors contributing to the dissatisfaction
of aesthetic salon consumers and to study the interrelationship between these factors and
complaining behaviors which were the variable of response of consumers, e.g., negative inform by
word of mouth, unwillingness to go to the aesthetic salon, and pursuit of reward.
The study subjects were 616 aesthetic consumers who had experienced several aesthetic salons in
Taegu city for the last 6 months. The study was performed from Aug 20, 2004 to Sep 10, 2004.
The results were as follows.
First, the most frequent consumers in aesthetic salons were single women in twenties. Face skin
was the most frequent area of aesthetic services, and aesthetic was done once in a week or two
weeks mostly. aesthetic salons where the most consumers received services were not attached to the
Second, complaining behaviors manifestated by the negative inform by word of mouth of mouth
were affected by the quality of service and the price. The unwillingness to go to the salon was affected
by the quality of service, the price, the environment of the salon, and the accessibility by the
location. The pursuit of reward was affected by the price, the environment of the salon, and the
equipment in the salon.
The suggestions can be offered as follows:
First, there are many selection attributes of aesthetic salons, which are studied to the scholar, but
in domestic not yet have been studied to the complaining behavior of dissatisfied aesthetic salon
Second, there are many of active complaining behavior for attribute dissatisfied to the aesthetic
salon, the quality of service, the price the environment of the salon, the accessibility by the location
and the equipment in the salon.
In conclusion, 1) it is needed to develope a aesthetic program for satisfying the consumer's needs,
2) it is necessary to set up a reasonable and acceptable price which aesthetic providers and consumers
can agree with, 3) it is necessary to provide a retraining course for improving kindness and
skills, and 4) we should make an optimal managing system for each aesthetic salon.
Complaining behaviors, Aesthetic salon consumers