DISC 행동유형이 피부관리실 서비스품질과 고객 만족에 미치는 영향

Abstract

In the present work, our main aim was to study the effects of Disc behavior on the quality of service and customer satisfaction in the skin care shop. The research results are intended to help the skin care shop operate with the aim of preventing customers from leaving the skin care shop and increasing customer satisfaction. This study was conducted in Seoul Samples were collected through an online survey of men and women in their 20s and 60s who had experience in using the skin care shop, using the characteristics of the skin care shop service quality, customer satisfaction, and DISC behavioral type diagnostic paper. A total of 315 copies of the recovered samples were taken as the final statistical analysis data, and the statistical analysis data processing used SPSS 26.0 and the results obtained were as follows. Examining how DISC behavior affects the quality of service in the skin care center, leading (Type D) customers have a positive (+) effect on responsiveness, certainty, expertise and price factors, and a negative (-) effect on personality. It has been shown that social (Type I) customers have a positive (+) effect on price factors, while customers who are stable (Type S) have a positive (Type C) effect on type, reliability, empathy, professionalism, and physical factors. On examining the impact on customer satisfaction according to DISC behavior patterns, it was found that leading (Type D) and cautious (Type C) customers showed positive (+) effects on customer satisfaction. In such a situation where a variety of customized services are required by customers, the quality of service in the skin care shop plays an important role in keeping customers happy. If improved quality of service is provided as a customized service to customers using the skin care shop, it will become a competitive skin care shop by gaining the upper hand in the same industry.