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DOI :     Journal Korea Society of Visual Design Forum , Vol.52, No.0, 87 ~ 101, 2016
The Structural Relations among Nail Artist`s Expertise, Communicative Competence, Customer Trust, Procedure Value Gratification, and Customer Satisfaction
박미희 Mi-hee Park , 정연 Yeon Jung , 유태순 Tai-soon Yoo
Background The purpose of this study is to identify the structural relations among nail artist`s expertise, communi cative competence, customer trust, procedure value gratificat ion and customer satisfaction. By dealing with relations of variables of them, it has a great significance to determine their integrated relations far more than the ones in the previous studies. Based on the results of the study, this intends to help not only develop nail artists` professional qualification but improve their skills to effectively cope with various needs of their customers, and thus to establish proper strategies to manage their nail salons and strengthen the competitiveness. Methods A survey was carried out targeting 737 women experienced at nail-beaty treatment services in their 20s through 50s who live in Seoul-Gyeonggi, Busan-Gyeongnam, and Daegu-Gyeongbuk areas. The collected data was analyzed using SPSS 23.0 and AMOS 23.0. Result Between variables, it turns out to be direct and indire ct effect on each other. Conclusion First, expertise, his or her communicative compete nce, customer trust and procedure value gratification had direct effects on customer satisfaction. Second, expertise, his or her communicative competence and customer trust affected procedure value gratification directly. Third, expertise and communicative competence had direct impacts on customer trust Fourth, expertise and communicative competence influenced customer satisfaction through customer trust and procedure value gratification in an indirect manner, and consumer trust exercised an indirect influence on consumer satisfaction through procedure value gratification. Fifth, expertise and communicative competence indirectly affected procedure value gratification through customer trust.
Key Words
전문성, 커뮤니케이션능력, 고객만족도, expertise, communicative competence, customer satisf action
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