Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study of Effects of Characteristics of Cosmetics Manufacturers' Uniform Design on Perception of Service Quality and Customer Satisfaction: Focusing on Women in Their 20s

화장품업체 유니폼디자인 특성이 서비스품질 지각과 고객만족도에 미치는 영향: 20대 여성고객을 중심으로

  • Kim, Bogyun (Dept. of Beauty Design, Graduate School of Konkuk University) ;
  • Jung, Yeonja (Dept. of Beauty Design, Konkuk University)
  • 김보균 (건국대학교 일반대학원 뷰티디자인전공) ;
  • 정연자 (건국대학교 뷰티디자인전공)
  • Received : 2014.06.30
  • Accepted : 2014.09.19
  • Published : 2014.09.30
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Abstract

This study aims to the recognize the importance of uniform design and provide empirical data to companies after getting the effects of uniform design in cosmetics companies on service quality perception and customer satisfaction. For this, a preliminary survey was conducted against 30 college women (aged 20s) from 'K' University, and effective samples were obtained from 250 people. In terms of a research method, collected data were coded and analyzed using SPSS. The respondents' characteristics were analyzed using descriptive statistics. For reliability analysis, Cronbach's ${\alpha}$ was used. For a validity test, factor analysis was performed. In addition, correlation analysis was carried out to examine multicollinearity among variables. The analysis results found that the characteristics of uniform design have a positive effect on service quality and customer satisfaction. Among the characteristic of uniform design, however, functionality wasn't confirmed in a relational test. This kind of result was obtained because the uniform was mostly analyzed from customers' perspective, not from the wearer's standpoint. It is expected that the study results would be helpful in establishing brand identity through the improvement of the importance of uniform design.

Keywords

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