A Study on the Effects on the Service Quality Satisfaction, and Moderating Effect for Beauty Service Consumption Value of MZ Generation

This study investigated the degree of influence and moderating effect of beauty service consumption value on service quality satisfaction for MZ generation women residing in Daejeon and Chungcheong regions. The purpose of the study is to utilize it as basic data and marketing strategies for research in this field.The results of the study are as follows. The sub-areas of beauty service consumption value, namely functional value(r=.320, p<.01), economic value(r=.298, p<.01), aesthetic value(r=.325, p<.01), and self value(r=.440, p<.01), were found to have a positive(+) correlation with service quality satisfaction. Among beauty service consumption values, self value had a significant positive(+) effect on service quality satisfaction, but functional, economic, and aesthetic values did not affect service quality satisfaction. The MZ generation was found to have a moderating effect on the influence of MZ generation women's beauty service self value on service quality satisfaction. However, M generation was found to be higher than Z generation.