Effect of Nail Shop Reservation System on Customer Satisfaction and Behavioral Intention: Focusing Moderating Effect of Online and Offline Reservation Method

This study was designed to examine that reservation system in nail shop influenced customer satisfaction, consequently behavioral intentions and moderating effect of online and offline reservation method. For the empirical analysis, an online survey was conducted to Korean women who had used a reservation system, and a total of 500 samples were employed to test the research hypotheses through structural equation modeling (SEM) analysis. The results of this study are as follows. First, the results revealed that reservation system (efficiency, information availability, convenience) influenced positively customer satisfaction. Second, customer satisfaction influenced behavioral intention (reuse intention, WOM intention). Third, in case of online group convenience influenced positively customer satisfaction, while in case of offline group information availability influenced positively customer satisfaction. Forth, the result of a multi-group analysis comparing significant differences between online and offline groups showed that in the online group, higher convenience led to higher satisfaction, whereas in the offline group, higher information availability led to higher satisfaction. The present research confirmed the role and importance of reservation system, in particular difference between online and offline reservation method. Despite some limitations, the findings of this study considerably increase our understanding of reservation system and provide theoretical and practical implications to strategically develop reservation system.