Comparative Study On Influencing Factors On The Level Of Satisfaction Between Korean And Chinese Customers In Beauty Service Industry

Thanks to the development of information and communication with the rapid economic development,the beauty service is also spreading out to the market in the whole world,and expectations of the consumers are also chasing something more than the beauty technique.In this study,we will research through the comparative analysis between China and Korea that how the service quality of the beauty salon might affect to the customer’s satisfaction.There was a survey targeting the customer who has an experience of using the beauty salon in the age of twenties,thirties,forties and more than fifties and by using the above same questionnaire,after researching totally 262 and 265 copies targeting the customer of the beauty salon of China and Korea from 10,Jan,2017 to 01,March,a statistical analysis was performed with the valid 257 and 255copies among these.The data collected in this study,was analyzed by using the program SPSS(Statistical Package for the Social Science)WIN 17.0.Regarding to the analysis techniques,the frequency and percentage were calculated to apprehend the demographic feature of the study subject,and the Cronbach’s alpha number was calculated to verify the reliability of measurement tool.To investigate the relationship between the customer’s satisfaction and in China and Korea,the Pearson’s Correlation Analysis(correlation analysis)was performed.And also to investigate how the quality of service influence to the customer’s satisfaction.Basically the similar results were found between the Korean and Chinese customers however,it can be found out that there are very little differences regarding to the satisfaction.It is found out that the customer’s satisfaction is getting higher when the technical service quality,the relational service quality and the superficial service quality is higher in Korea,whereas,the technical service quality is getting higher,the satisfaction of the customer is getting higher in China.As we have seen from the above,the superficial and technical quality can satisfy the customer in Korea,where as in case of China,since they are in the embryonic period of the beauty service,more customer’s satisfactions are for the technology and service.It can be found out that when the customer’s satisfaction is getting higher,the recommended intention of the others are getting higher in Korea than in China.In case of Korea,when there is the customer’s satisfaction,it can make out the publicity effect by making so called word-of-mouth,whereas the recommendations of the others in China is lower than in Korea,therefore it can be found out that the other way of publicity is needed.It can be found out that when the customer’s satisfaction is getting higher,repurchase intention is getting higher in Korea than in China.When we see that the repurchase case is higher if the satisfaction is getting higher in case of Korea,we can find out that a case of continued visiting is difficult in case of China than in Korea,so it can be confirmed that a various approach to the customer services are needed.