The Effect of the Consumption Propensity of Customers Using the Skin Care Room on the Satisfaction of Using the Skin Care Room

This research was conducted to investigate the overall tendencies that consumers exhibit when choosing and purchasing skin care services at skin care clinics based on their basic consumer preferences, with the aim of understanding how these tendencies influence satisfaction with skin care clinics. The specific methods used to achieve this research objective were as follows: The study targeted women who use skin care clinics. Specific analytical methods included frequency analysis, factor analysis, and reliability assessment using Cronbach’s alpha coefficient. Descriptive statistics, t-tests, correlation analysis, and multiple regression analysis were conducted, with statistical processing performed using the SPSSWIN 21.0 program. The results of this study are as follows: Firstly, differences in consumer preferences according to the general characteristics of the respondents were investigated, revealing that practical consumer tendencies significantly varied based on age, marital status, education level, and monthly income. Secondly, differences in satisfaction with skin care clinics according to the general characteristics of the respondents were examined. The consumer tendencies were ranked in order as practical, ostentatious, impulsive, and thrifty, with higher income correlating significantly with greater satisfaction with skin care clinics. Thirdly, the impact of consumer tendencies on satisfaction with skin care clinics was investigated. It was found that practical, ostentatious, and thrifty consumer tendencies all significantly influenced satisfaction with skin care clinics. Therefore, higher levels of practical tendencies and lower levels of ostentatious tendencies were significantly associated with higher satisfaction with skin care clinics. The research findings indicate that consumers prefer high-quality care at lower prices when using skin care clinics. By understanding these consumer tendencies, designing customized programs tailored to consumer preferences can improve customer satisfaction and encourage repeat visits, leading to wiser consumer choices when selecting skin care clinics. It is hoped that this information will be utilized effectively and contribute positively to the industry.