화장품 매장 서비스 마케팅믹스가 쇼핑만족과 행동의도에 미치는 영향

Abstract

Abstract The purpose of this study is to investigate the effects of service marketing mix on shopping satisfaction and behavioral intention of an increasing number of Chinese shopping tourists who visit Korea and purchase cosmetics store. This study is to provide better service and promote much purchase activities by identifying problems in purchase activities of Chinese shopping tourists. In the empirical analysis, 192 valid copies of questionnaire collected from Chinese tourists visiting Busan, Korea in October, 2011 were used to analyze the data by utilizing SPSS 12.0 package program. Frequency analysis, factor analysis, reliability analysis and correlation analysis were conducted and then linear regression analysis was conducted to test the hypotheses and suggest managerial implications. Findings indicate that in the regression analysis of the effects of cosmetics store service marketing mix on shopping satisfaction, price was found to have a significant effect on shopping satisfaction while distribution, promotion, human resource, physical evidence and service delivery process were found not to affect shopping satisfaction. In addition, in the regression analysis of the effects of cosmetics store service marketing mix on behavioral intention, product and promotion were found to have significant effects on behavioral intention, but price, distribution, human resource, physical evidence and service delivery process were found not to have significant effects on behavioral intention. Managerial implications are suggested as follows. First, cosmetics stores should provide Chinese tourists with products diverse in assortment, latest in trend, higher in brand awareness, and well managed in quality. Second, cosmetics stores need to establish marketing strategy based on a rational and moderate price because price is considered the most important factor in purchase decision making of Chinese shopping tourists. Third, cosmetics stores should focus on releasing brand-new products, maintaining high quality in products and improving product awareness to increase behavioral intention of Chinese shopping tourists. Fourth, cosmetics stores should try to perform various promotional activities, improve favorable image through advertisement, and hold various events. Lastly, it is true that Chinese shopping tourists are generally satisfied with the service provided by cosmetics stores in Korea. In the future, however, as Chinese expectations toward service areas are expected to be higher, cosmetics stores in Korea should continuously make an effort to prepare for such a situation.