There is no doubt to say that study of customer satisfaction and loyalty is a continuously studied as a essential factor which is directly connected to business in marketing literature study. Naturally, customer satisfaction and loyalty are considered significantly in beauty service industry. However, study on influencing relationship of customer satisfaction of public self-awareness and self-assertiveness which are hedonic/utilitarian value, personal and psychological factor on the customer satisfaction and loyalty has been extremely limited. Therefore, this study specifically investigated the influence of hedonic/utilitarian consumption value, public self-awareness and self-assertiveness on the customer satisfaction. Moreover, it analyzed the influence of these factors on the loyalty and loyalty effect comparison of satisfied/unsatisfied customers with interaction effect comparison.
For comparative analysis of this study, the researcher used regression analysis and analysis of variance by utilizing questionnaires to 300 male and female customers who are 20-50 years old for recent 2 years. Main result of this study can be summarized as follow..
Above all, in case of satisfaction, the result was different from preformed hypothesis. Hedonic value positive affected to satisfaction while utilitarian value didn''t gibe any available influences. Furthermore, a customer group that supports hedonic value showed eminently higher satisfaction than a customer group that supports utilitarian value. Public self-awareness and active self-assertiveness upheld presumptive hypothesis by giving positive effects on satisfaction. Between the two psychological factors, satisfaction of the high public self- awareness and the active self-assertiveness were relatively high.
Next, in case of analysis of loyalty, the result showed higher value of loyalty of customer who upholds hedonic value rather than who supports utilitarian value like the preceding result of satisfaction, and there was interaction between the two factors. Also, the researcher could know that highness and lowness(degree) of public self-awareness, and means of self - assertiveness affect on not only customer satisfaction, but also customer loyalty as the result showed that the loyalty of a customer group that has high level of the public self-awareness and active self-assertiveness is higher than a customer group that has low level of public self-awareness and inactive self-assertiveness.
We identified that the change of age, culture and standard of living changed formal perception of beauty service which considered as life convenience service into hedonic service. Therefore, we need to take notice of change of pursuing consumption value of consumers towards beauty service.