Asian J Beauty Cosmetol. 2015; 13(1): 113-122.
The Influence of Uniform Recognition in Hairdressing Service Consumers upon Uniform Satisfaction, Recommendation Intention, and Improvement
In-Sook Min, and Eun-Jun Park
ABSTRACT
This study examined the uniform recognition in hairdressing service consumers and looked into the influence of the uniform recognition in hairdressing service consumers upon uniform satisfaction, recommendation intention, and improvement. General characteristics were inquired targeting hairdressing service consumers who live in Seoul and Gyeonggi area. The influence in credibility, aesthetics, and durability, which are sub-factors of the uniform recognition, was analyzed upon superiority and re-visit that are sub-factors of the uniform satisfaction, upon reliability that is the recommendation intention of beauty salon and upon homogeneity and functionality that are sub-factors of the uniform improvement. The data of 486 copies in hairdressing service consumers that were collected through a questionnaire survey were conducted factor analysis, reliability analysis and regression analysis by using SPSS 16.0 program. As a result, first, the superiority out of the uniform satisfaction was indicated to have positive relationship with credibility and aesthetics out of the uniform recognition. The re-visit in the uniform satisfaction was shown to have positive relationship with credibility and aesthetics. The durability was indicated to have negative relationship. Second, the recommendation intention of beauty salon was shown to have positive relationship with credibility in the uniform recognition and was indicated to have negative relationship with durability. Third, the homogeneity out of the uniform improvement was shown to have positive relationship with aesthetics, credibility and durability, was indicated to have positive relationship with credibility and aesthetics in the uniform functionality, and was found to have negative relationship with durability. Based on this outcome, wearing uniform in beauty service industry in consideration of the uniform recognition is aimed to promote job efficiency by increasing professional image and satisfaction and to offer empirical data that is applicable to the image and management of beauty service by weighing even the uniform improvement.
Keywords : Beauty treatment, Uniform recognition, Satisfaction, Recommendation intention, Improvement, Hairdressing service consumer