학술논문
반려견 스타일리스트의 커뮤니케이션 능력이 고객만족도와 재방문 의사에 미치는 영향 / A Study on the Effects of Dog Groomers' Communication Skills on Customer Satisfaction and Intention to Return
Document Type
Dissertation/ Thesis
Author
Source
Subject
Language
Korean
Abstract
이 연구는 반려견 미용 서비스 이용 고객을 대상으로 반려견 스타일리스트의 커뮤니케이션 능력이 고객 만족도와 재방문 의도에 미치는 영향을 조사하였다. 전국의 애견 미용센터를 방문한 19세 이상의 성인 남녀를 대상, 설문 기간은 2022년 2월 6일부터 2022년 2월 28일까지로 총 22일이며, 총 응답자는 349명 중 337명이다.본 조사는 자기기입식 설문조사 방법으로 인구통계학적 특성 관한 7문항, 반려견스타일 리스트 커뮤니케이션 능력에 관한 14 문항. 반려견스타일 리스트 만족도 질문 5 문항, 반려견스타일 리스트 재방문 의도 5문항으로 구성된 설문지를 활용하였다. 연구의 타당성과 신뢰도를 검증하기 위해 SPSS 26.0 프로그램을 활용, 탐색적 요인분석과 신뢰도 분석했다. 변수 간 관계성을 파악하기 위해 상관분석이 실시되었으며, 독립변수와 종속변수 간의 영향 관계를 확인하기 위해 선형회귀분석 및 다중회귀분석이 수행했다. 첫째, 독립변수로서의 커뮤니케이션 능력이 종속변수에 유의한 영향을 미치는 변수를 확인한 결과, 고객만족도와 재방문 의도에 통계적으로 유의한 영향을 미치는 것으로 확인되었다. 주요 변수에 대한 기술적인 통계 분석 결과, 평균이 4.5를 초과하고 표준편차가 0.10 이하인 문항은 없는 것으로 나타났으며, 왜도와 첨도 역시 ±2.0 이상인 문항이 없어서 정규성 가정에 대해 상대적으로 만족스러운 결과를 얻을 수 있었다.둘째, 반려견 스타일리스트의 커뮤니케이션 능력, 구체적으로는 행동적 융통성, 상호작용 관리, 감정이입이 고객 만족도에 미치는 영향을 살펴볼 때, 행동적 융통성(t=16.495, p
This study investigated the impact of communication skills of pet stylists on customer satisfaction and intention to revisit among customers utilizing pet grooming services. The survey targeted adults aged 19 and above who visited dog grooming centers nationwide. The survey was conducted from February 6, 2022, to February 28, 2022, totaling 22 days, with a total of 337 respondents out of 349 surveyed.The survey utilized a self-administered questionnaire consisting of 7 items related to demographic characteristics, 14 items related to pet stylist communication skills, 5 items on customer satisfaction with pet stylist services, and 5 items on intention to revisit. To validate the reliability and validity of the research, SPSS 26.0 was used for exploratory factor analysis and reliability analysis. Correlation analysis was conducted to understand the relationships between variables, and linear regression and multiple regression analyses were performed to examine the impact relationship between independent and dependent variables.Firstly, it was found that the independent variable of communication skills significantly influenced customer satisfaction and intention to revisit. Descriptive statistical analysis of key variables showed that there were no items with a mean exceeding 4.5 and a standard deviation below 0.10. Skewness and kurtosis were also within ±2.0, indicating relatively satisfactory normality assumptions.Secondly, when examining the impact of pet stylists' communication skills, specifically behavioral flexibility, interaction management, and empathy on customer satisfaction, it was observed that higher levels of behavioral flexibility (t=16.495, p
This study investigated the impact of communication skills of pet stylists on customer satisfaction and intention to revisit among customers utilizing pet grooming services. The survey targeted adults aged 19 and above who visited dog grooming centers nationwide. The survey was conducted from February 6, 2022, to February 28, 2022, totaling 22 days, with a total of 337 respondents out of 349 surveyed.The survey utilized a self-administered questionnaire consisting of 7 items related to demographic characteristics, 14 items related to pet stylist communication skills, 5 items on customer satisfaction with pet stylist services, and 5 items on intention to revisit. To validate the reliability and validity of the research, SPSS 26.0 was used for exploratory factor analysis and reliability analysis. Correlation analysis was conducted to understand the relationships between variables, and linear regression and multiple regression analyses were performed to examine the impact relationship between independent and dependent variables.Firstly, it was found that the independent variable of communication skills significantly influenced customer satisfaction and intention to revisit. Descriptive statistical analysis of key variables showed that there were no items with a mean exceeding 4.5 and a standard deviation below 0.10. Skewness and kurtosis were also within ±2.0, indicating relatively satisfactory normality assumptions.Secondly, when examining the impact of pet stylists' communication skills, specifically behavioral flexibility, interaction management, and empathy on customer satisfaction, it was observed that higher levels of behavioral flexibility (t=16.495, p