The Effects on the Satisfaction and Behavioral Intention for Beauty Service Quality Risk Perception Factors of MZ Generation

This study investigated the degree of influence of risk factors on beauty service quality on satisfaction with beauty service quality and intention to use beauty shops among MZ generation women in Daejeon, Chungcheong province. The results are as follows. The risk perception of beauty service quality was similar for both Generation M and Generation Z, and no statistical significance was found. In satisfaction with beauty service quality, Generation M was found to be slightly higher than Generation Z in physical, economic, performance, and service quality. The perception of intention to use beauty shop services was similar between Generation M (M=4.24) and Generation Z (M=4.12), and there was no statistically significant difference. Technical, physical, economic, performance, and environmental risk perception, which are sub-areas of beauty service quality risk perception, had a negative correlation with service quality satisfaction and beauty shop service use behavior intention. The sub-area of beauty service quality satisfaction was found to have a positive correlation with the behavioral intention to use beauty shop services. In addition, in the impact of beauty service quality risk perception on beauty service quality satisfaction, technical, performance, and environmental risk perception were found to have a significant negative influence. In the impact of beauty service quality risk perception on the intention to use beauty shop services, technical and environmental risk perception were found to have a significant negative influence. In the impact of service quality satisfaction on the intention to use beauty shop services, technical, performance, and environmental satisfaction were found to have a significant positive(+) effect, and physical satisfaction was found to have a significant negative(-) effect. Therefore, it is believed that the results of this study can be used not only as basic data for research in this field, but also as data for marketing strategies.