Earticle

초록

영어

This study aimed to analyze the effects of operational convenience and physical pleasantness, as perceived by beauty salon customers, on switching intention from a spatial management perspective. In recent years, the beauty industry has increasingly emphasized the importance of operational efficiency and convenience throughout the service experience due to the adoption of digital technologies and changes in consumer behavior centered on customer experience. Under these circumstances, a questionnaire survey was conducted with consumers who had visited a beauty salon within the previous six months, and a total of 235 responses were used for the final analysis. The collected data were analyzed using SPSS 27.0 through frequency analysis, exploratory factor analysis, reliability analysis, descriptive statistics, one-way analysis of variance (ANOVA), correlation analysis, and multiple regression analysis. The findings are as follows:Operational convenience had a statistically significant negative effect on customers’ switching intention, whereas physical pleasantness did not show a statistically significant effect. In addition, customers with higher beauty-related expenditures tended to perceive both operational convenience and physical pleasantness more positively, while customers who visited beauty salons more frequently showed lower levels of switching intention. In particular, operational convenience was identified as a key factor in preventing customer defection in an increasingly competitive beauty service environment. This study is meaningful in that it focused on switching intention rather than the conventional emphasis on customer satisfaction. Furthermore, by adopting a spatial management perspective that integrates both physical and operational factors, the study provides practical foundational data for establishing effective customer retention strategies.

한국어

本研究从空间经营视角出发，分析顾客感知的美发店运营便捷性、物理环境舒适性对顾客转换意向的影响。近年来，美发行业线上预约系统普及，消费需求转向顾客体验导向，运营效率与服务便捷性的重要性持续提升。基于此，本研究以近6 个月内有美发店消费经历的顾客为样本开展问卷调查，最终纳入235 份有效样本，采用SPSS 27.0 进行频率分析、描述性统计、信度分析、相关分析、独立样本t 检验、单因素方差分析与多元回归分析。结果显示：运营便捷性对顾客转换意向具有显著负向影响；物理环境舒适性呈负向影响趋势，但未达统计显著水平。消费金额越高的顾客，对运营便捷性与空间环境的评价越积极；到店频次越高的顾客，转换意向越低。其中运营便捷性涵盖预约系统、门店可达性、服务流程便利性等维度，是影响顾客行为意向的核心运营要素。本研究突破了现有研究聚焦顾客满意、重访意向的局限，以顾客转换意向为核心，对比了运营便捷性与物理舒适性的相对影响权重；同时整合运营效率与空间环境两类要素开展分析，可为美发门店空间经营策略制定提供实践依据。

목차

Abstract
I. 서론
II. 이론적 배경
1. 헤어샵의 물리적 쾌적성
2. 서비스 편의성과 운영 시스템
3. 고객 전환의도
4. 미용서비스에서 공간경영과 고객 유지 전략
III. 연구가설 및 연구방법
1. 연구모형 및 연구가설
2. 연구대상
3. 측정도구
4. 분석방법
IV. 연구 결과 및 고찰
1. 연구대상자의 일반적 특성
2. 측정도구의 타당도 및 신뢰도 검증
3. 주요 변수의 기술통계 분석
4. 일반적 특성에 따른 주요 변수 차이 분석
5. 주요 변수 간 상관관계 분석
6. 물리적 쾌적성과 운영 편의성이 전환의도에 미치는 영향
V. 결론
참고 문헌
中文摘要

키워드

저자

• 이정희 [ Jung Hee Lee | 영남미용실 대표, 대구대학교 일반대학원 디자인학석사(뷰티디자인) ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  국제보건미용학회지 [Journal of Health and Beauty]

• 간기

  계간

• pISSN

  2005-369X

• eISSN

  2765-1347

• 수록기간

  2007~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 593 DDC 646