| Abstract |
| This study conducted basic research to explore a portfolio strategy of attributes and factors of beauty service quality from a customer`s angle using traditional IPA introduced by Martilla & James(1977) and modified IPA suggested by Vavra(1997) based on Kano(狩野 紀昭)
The major results of analysis are as follows.
First, for the analysis of beauty service quality attributes, beauty artists` kind/polite attitude and high-quality technique was located in Quadrant I, which could be interpreted as `keep up the good work` in the aspect of traditional IPA matrix and major attributes which influence satisfaction at beauty service quality when customers` demand is satisfied in the aspect of modified IPA matrix. A service charge was located in Quadrant II in the traditional IPA matrix, requiring to `concentrate here` but located in Quadrant I in the modified IPA matrix, indicating an important attribute which influences satisfaction at beauty service quality. The interior design of a beauty parlor was located in Quadrant IV in the traditional IPA matrix, representing `possible overkill` and located in Quadrant IV in the modified IPA matrix, indicating a basic element which can cause dissatisfaction when customers` demand is unsatisfied. Finally, convenient use of internal facilities and service benefits was located in Quadrant III in the traditional IPA matrix, representing `low priority` and located in Quadrant III in the modified IPA matrix, indicating a proportional element which positively influences general satisfaction at beauty service quality when customers` demand is satisfied.
Second, in the analysis of modified IPA matrix on beauty service quality factors, process quality and environment quality was a performance element which was located in Quadrant I and III. In other words, it was a major factor which positively or negatively influences general satisfaction at beauty service quality when customers` demand is satisfied or unsatisfied. Process quality was found as a more important performance element. However, result quality was located in Quadrant II, indicating an attractive element which greatly contributes to satisfaction at beauty service quality when customers` demand is satisfied, although customers do not expect.
Using IPA, this study was intended to provide basic information which can be helpful to establish a portfolio strategy that should have high priority in the distribution of limited marketing resources of the beauty service industry. |
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| Key Words |
| 미용서비스품질, IPA 분석, 과정품질, 결과품질, 환경품질, Beauty service quality, The analysis using IPA, Process quality, Outcome quality, Physical Environment quality |
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