Journal of the Korean Home Economics Association 2003;41(11):189-200.
헤어 샵 이용 소비자의 구전 커뮤니케이션에 관한 연구
A Study on Word-of-Mouth Communication of Hairshop Customers
황연순
춘해대학 미용코디계열 뷰티코디네이션전공
ABSTRACT
The purpose of this study was to investigate that positive and negative word-of-mouth informations getting hairshop customers have influence on visiting intention of potential consumers. Data were collected from 354 university or college women. The results showed as follows; First, positive word-of-mouth informations that consumers have experienced in using hairshop were employee altitude/technique, consideration in customer's situation, kindness, saving of time/additional service, facilities, rational price, gift service/benefit in conditions of location. Second, negative word-of-mouth informations that consumers have experienced in using hairshop were inconsistent service, service focus on non-customers, irrational price/technique insufficiency/ inadequate compensational system, irrelevance of face-to-face management. Third, in getting positive word-of-mouth informations, consideration in customer's situation, rational price and gift service/benefit in conditions of location, consumers had visiting intention, and in getting negative informations, irrational price/technique insufficiency/inadequate compensational system, consumers had no visiting intention.
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