이･미용 서비스 소비자 유형에 따른 고객만족에 관한 탐색적 연구: 법제도 준수 및 부작용 경험의 조절효과

초록

This study explores consumer characteristics within the beauty service industry and examines the roles of consumer types, experience of side effects, and regulatory compliance in enhancing customer satisfaction. To this end, variables were defined based on the ‘Survey on Beauty Service Usage Cases’ by the Ministry of Culture, Sports and Tourism, and data were analyzed using SAS 9.4 through frequency analysis, t-test, ANOVA, and regression analysis. The results of the analysis are as follows: First, service satisfaction varied significantly by consumer type (price-oriented vs. quality-oriented); specifically, quality-oriented consumers reported higher satisfaction than price-oriented consumers. Second, we found that compliance with legal regulations positively affects consumer satisfaction. Allowing consumers to verify legal qualifications can visually foster trust and satisfaction. Third, experiencing side effects after using the service had a significant negative impact on satisfaction, indicating that such experiences go beyond mere dissatisfaction and can erode trust in the establishment and the overall service. Fourth, quality-oriented consumers showed a markedly higher increase in satisfaction when verifying legal postings—such as business registration certificates and professional licenses—compared to price-oriented consumers. It implies that consumers who prioritize expertise perceive regulatory compliance as a key indicator guaranteeing the practitioner’s skill. This study is significant in that it investigates the relatively under- researched relationship between legal notices and consumer satisfaction and provides both academic and practical implications by linking side-effect experiences and regulatory compliance.

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