Asian J Beauty Cosmetol. 2010; 8: 0.

A Study on Consumer Satisfaction in Skin Care Shops according to Consumers’ Characteristics (Focused on capital areas)

With growing interest in skin, the increase in skin care shops causes competition between shops, and therefore skin care shops are trying for consumer satisfaction by providing differentiated services to ensure competitiveness. This study investigated skin care shop users’ satisfaction through a survey of 1206 adults in capital areas. As the data analysis methods, SPSS (Statistical Package for Social Science) v. 12.0 statistical package program was used to analyze the collected data through data coding and data cleaning. According to the findings, there is a significant difference in consumers’ characteristics (sex, marriage, age, academic background, job, monthly income, tenure of office) (P<.05). This study analyzes problems and improvements of current skin care shops through consumer satisfaction of skin care from skin care shops and seeks for methods to improve differentiated management programs suitable to characteristics of a main consumer base as well as skin care users’ satisfaction, so it is expected to be an empirical data to establish management strategies for the competitiveness of skin care shops.

Keywords : Skin care, Skin care shop, Consumer satisfaction