Effects of Hair Beauty Consumption Value and Service Quality on Store Selection Characteristics in the Corona Era

Abstract

The purpose is to provide basic data necessary for marketing strategies for the beauty industry, which has rapidly shrunk since COVID-19, by investigating the impact of beauty consumption value and service quality on store selection characteristics that have changed in the COVID-19 era. As for the effect of consumption value on store selection characteristics, the visible value of receiving discriminatory services or feeling special was the highest, and the response and empathy were the highest in the effect of service quality on store selection characteristics. In order to improve service quality in beauty services through contact with customers, it is considered most important to increase expertise through employee education, and if a service experience is provided beyond recognition and expectation through personalized services or products, it can provide services suitable for changed consumption value. In future follow-up studies, it is expected that in-depth research will be continuously conducted by expanding the size of the sample and further subdividing it.